Avhandlingens resultat ger svar på tre forskningsfrågar. Resultatet ger svar på vilka egenskaper som marknadsförare i Finland värdesätter i finländska influencers.
Resultatet visar också vilka utmaningarna med att hitta och välja influencers på den finländska marknaden är. Den sista frågan som avhandlingen besvarar är hur företag hittar och väljer influencers på den finländska marknaden. Studien konstaterar att den finländska influencermarknaden har distinkta skillnader till andra marknader, som till exempel Sverige. Sverige är enligt studien långt före i användningen av influencer-marknadsföring. Samma studie kunde göras men ha den svenska marknaden som utgångspunkt, för att både jämföra resultaten och bekräfta att det finns skillnader mellan de två nordiska marknaderna.
Studien konstaterar att det finns skillnader i processen mellan större och mindre företag. Detta kunde utredas närmare, genom att genomföra en jämförande under-sökning där små och stora företags processer jämförs. Då skulle ett större urval av informanter krävas, för att få till generaliserbara resultat.
Denna avhandling är gjord ur ett företagsperspektiv där fokuset är på företags tillvägagångssätt att hitta och välja influencers. Förslag till fortsatt forskning kunde vara att istället utföra studien från influencers perspektiv; hur och på vilka grunder väljer influencers sina samarbeten?
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BILAGOR
• Kan du berätta lite om företagets historia med influencermarknadsföring, är det nytt för företaget eller har det använts redan länge?
Influencer marketing
• Vad kännetecknar en bra influencer i allmänhet?
• I vilket syfte använder det företaget du jobbar på influencer marketing?
• Har ni liknande strategi för alla influencers ni använder er av?
• Vilka typer av influencers använder ni er av? (Mega, makro, mikro, nano)
• Vilken typ av influencer anser ni vara bäst/mest lämplig för företaget?
Processen
• Kan du i stora drag berätta hur er process ser ut från tillfället när ni behöver en ny influencer i er marknadsföring.
• Vilka metoder/verktyg använder ni er av för att hitta influencers att jobba med?
• Hur identifierar ni en bra influencer?
• Vad anser du vara fördelarna och nackdelarna med ert sätt att söka fram/hitta influencers att samarbeta med?
• Vilka är utmaningarna med att hitta influencers på den finländska marknaden?
• Hur tror du processen att hitta influencers skiljer sig mellan företag, vilka faktorer påverkar processen? (Hur stort eller välkänt företaget är till exempel)
• Låt oss säga att ni står mellan två influencers, vilka faktorer är det som avgör vem ni väljer?
• Hur stor roll spelar antalet följare i ert val av influencer?
• Hur tror du sökningen av influencers kommer utvecklas i framtiden?
• Finns det något du ännu vill tillägga?
Bilaga 2: Intervjuguide finska
Haastattelukysymykset Yleisiä kysymyksiä
• Voitko kertoa vähän itsestäsi ja roolistasi yrityksessä?
• Voitko kertoa mikä on yrityksen historia vaikuttajamarkkinoinnin kanssa, onko se uusi juttu teille vai jo kauan käytetty markkinointitapa?