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Instagram Influencers, Para-social Relations and Influencers’ recommendations

dc.contributor.advisorMasouras, Andreas
dc.contributor.authorZobor, Batel
dc.description.abstractInfluencer marketing is currently the most popular marketing technique with a great ability to engage a relevant audience and create authentic content. It has been found that influential marketing can generate a return on investment (ROI) eleven times higher than any other form of digital marketing (TapInfluence and Nielsen, 2016) Since it is a new type of marketing, there is a lot to learn and explore about this strategy. A better understanding of influencer marketing could provide both brands and content creators an understanding of how to build trust online, and eventually convert followers to clients. The main research question is: To what extent does creating a Para-social relationship help motivate followers to make a purchase? A para-social relationship describes a one-sided social relationship, developed by a person who knows many things about another person, while the other does not know him at all. Over time, viewers may feel that they are experiencing events and interactions with the character, it becomes predictable for them, and they feel that they know and understand her as they know friends (Horton & Richard, 1956). A para-social relationship is what I believe contributes to the ability of influencers to sell to their audience: this one-sided relationship might make the sale seem as a word of mouth between friends. Another question that will be examined in this research in order to be able to explore different explanations to the effectiveness of influencer marketing is: What are the factors that make instagram influencers marketing effective?en_UK
dc.publisherBusiness Administration Program, School of Economic Sciences and Business, Neapolis University Pafosen_UK
dc.rightsΑπαγορεύεται η δημοσίευση ή αναπαραγωγή, ηλεκτρονική ή άλλη χωρίς τη γραπτή συγκατάθεση του δημιουργού και κάτοχου των πνευματικών δικαιωμάτωνen_UK
dc.subjectInstagram Influencersen_UK
dc.subjectsocial mediaen_UK
dc.subjectdigital marketingen_UK
dc.titleInstagram Influencers, Para-social Relations and Influencers’ recommendationsen_UK

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