Brand placement on social media influencer content

Abstract

For some years now, social networks have gained increasing importance for corporate marketing, becoming a space where not only people but also brands can play an active role and communicate themselves with their target audience, gaining not only greater visibility but also strengthening relations with consumers. Regarding marketing strategies to be used in social networks, the placement of brands in the contents published by the so-called social media Influencers is one of the techniques that arouses greater interest, not only due to the high number of followers they have, as well as the influence that they exert on them, allowing brands to gain more visibility and involvement from consumers. Therefore, this dissertation aims at analyzing the factors related to the production and design of the content to be published in the social network Instagram, as well as the characteristics of the Influencers, that have more impact in the performance of this type of marketing strategies. Among several conclusions to be drawn from the study, it should be noted that the presence of Influencer in published content has a positive effect on the performance of the campaigns in question. In addition, influencers’ characteristics affect the way we perceive brands, in which there is a tendency for people who are exposed to these types of marketing strategies to associate the Influencers’ attributes to the brand.

Date of Award	12 Mar 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Isabel de Almeida Costa (Supervisor)