From: Larry, Varun and Dhwani
To: Stuart Cheyne, Internal Research Chair
Date: October 20, 2023
Subject: Report Proposal – Brand Awareness of Footwear Brand With The Help Of
Influencers.
The shoe industry is going through a change, in how they market their products by
using influencer endorsements to boost their brand and connect with customers in a
genuine way than traditional ads do nowadays. So many shoe brands are now
looking to social media influencers to reach out to their intended audiences in an
engaging manner. Ecopath footwear, a brand that focuses on eco sneakers has the
chance to make the most of this trend and strengthen its place in the market.
Incorporating influencer marketing, into Ecopath footwear strategy offers
advantages. To begin with; it can elevate the brands visibility among eco customers
who resonate with the company’s commitment to sustainability. Moreover,
collaborating with influencers can enhance customer interaction by showing
Ecopath footwear cape products in settings and highlighting their friendly qualities.
Lastly, effectively executed influencer campaigns hold the promise of enhancing
sales using influencers set up trust and authenticity, with their audience.
This report is focused on exploring how influencer endorsements could affect
EcoPath footwear it will help brand recognition and customer interaction as boost
sales figures, for the company’s products or services in the market. The study will
dive into the trends shaping influencer marketing practices. Assess how effective
they are within the footwear sector while also offering suggestions on crafting a
tailored influencer approach that aligns with Ecopath footwear commitment to
sustainability and resonates with its target audience. By delving into these areas of
interest and insights related to influencer marketing strategies, in the industry at
large can help guide Ecopath footwear towards making choices when considering
integrating influencer campaigns into its marketing plans.
Background
Summary – How influencer marketing works and how it helps
The study conducted by The Keller Fay Group and Berger (2016) revealed
that influencers engage in 22 times buying conversations" involving product
recommendations, per week compared to the consumer. Moreover the study
indicates that influencers wield influence than the individual with 82 % of
consumers expressing a strong inclination to heed influencer suggestions
whereas 73 % are similarly inclined towards recommendations, from regular
individuals.
Once the campaign concludes its run customers can continue to explore the
goods and services offered. This feature contributes to influencer marketing
efforts having a lasting impact (Nielsen & Tapinfluence 2016).
Influencers often concentrate their efforts, in a niche area which can lead to
engagement with a product they promote compared to celebrities who have
broader interests. When collaborating with an influencer, for promotion
purposes it is more probable that the influencer genuinely values your
product as opposed to celebrities. Moreover it's usually easier to understand
the demographics of an influencers followers compared to that of a celebritys
fan base.
Berger and the Keller Fay Group (2016) in their study found that influencers
are viewed as trustworthy and knowledgeable, than before and 82% are very
inclined to take the advice of an influencer compared to celebrities who
mainly boost brand awareness. Influencers play a role, in driving product
engagement and boosting both sales and brand loyalty as highlighted by
Tapinfluence (2017).
Research Findings
Influencer Impact on Consumer Purchasing Behaviour
The trustworthiness of a social media influencer plays a role, in shaping
brand perceptions in a manner (Chekima et al, 2020). Moreover. The
influence wielded by a social media influencer is crucial, in determining their
perceived trustworthiness. How it impacts attitudes towards the endorsed
brand (Nafees,Cook,Stoddard, 2021).
Social media influencers’ messages are often seen as trustworthy and
persuasive by consumers. 82 %majority of their followers have confirmed this
belief through polls. Additionally. Customers tend to follow the
recommendations of their influencers frequently (Talavern 2015).
When influencers engage with their audience and share stories, about
themselves with them. Consumers tend to pay attention to products that
resonate with them and share similarities with their preferences. Influencers
who come across as more relatable and similar to their followers are likely to
earn their trust.
While most studies have focused on the connection between endorsers and
products being endorsed. (Choi and Rifon ,2012) argue that the relationship,
between endorsers and customers is also an aspect of brand endorsement
strategies.
Recommendations
Based on a study, by Gergő Csiszá (2019) collaborating with influencers over
a period helps them grasp the essence of the brands they partner with
regularly.Thus enabling them to produce content and share it
authentically.The brand can rely on the influencer to generate quality content
while the influencer feels confident in expressing their creativity when given
freedom.In contrast such mutual understanding is difficult to establish in
short term partnerships as both partiesre still unfamiliar, with each other. In
some cases may not even make the effort.
Nowadays a large majority of marketers. Estimated to be, around 75%
according to studies (Augure 2015, De Veirman et al 2017, Odell 2020). Are
utilizing influencer marketing strategies. The primary social media platforms
favored for influencer marketing are those that offer video and photo sharing
features which allow products to be visually showcased and identified in
accompanying captions (De Veriman et al., 2017). This is primarily because
displaying the product in an image enables a description, within the caption.
Annotated References
Furtana, T. E., & Öğüt, N. (2024). Comparison of the effects of Mega and Micro-
Influencers on consumer purchasing behaviour. Bilgi Ekonomisi Ve Yönetimi Dergisi,
19(1), 21–40. https://doi.org/10.54860/beyder.1332542
Vulkko, V. (2021). Social Media Influencers and their Social Responsibility: Factors
that Affect Micro Influencers’ Decisions to Collaborate with a Company . In
Metropolia University of Applied Sciences & M. Keaney, Bachelor’s Thesis.
This research delves into the idea of accountability, within the realm of social media
influencers with a focus on whether influencers should shoulder responsibilities akin
to corporate social responsibilities within businesses. The study raises queries
regarding the presence and character of any obligations that influencers might bear
and the considerations that impact their choices to partner with brands. To tackle
these queries the investigation examines literature. Engages in discussions, with
three micro influencers to gather expert perspectives.
Lim, X. J., Radzol, A. R. B. M., Cheah, J., & Wong, M. W. (2017). The impact of social
media influencers on purchase intention and the mediation effect of customer
attitude. Asian Journal of Business Research, 7(2).
https://doi.org/10.14707/ajbr.170035
Chan, F. (2022). A study of social media influencers and impact on consumer buying
behaviour in the United Kingdom. In Global Banking School, International Journal of
Business & Management Studies (Vol. 03, Issue 07).
https://ijbms.net/assets/files/1659111546.pdf
McCormick, L., Childers, C. C., Pixlee, Kar, A. K., Chakraborty, A., Wissman, B., &
Business Insider. (2021). The benefits of Building Long-Term Relationships with
Influencers. In The Benefits of Building Long-Term Relationships With Influencers
(pp. 1–13) [Journal-article].
https://2020.workingdraftmagazine.com/wp-content/uploads/sites/5/2020/03/The-
Benefits-of-Building-Long-Term-Relationships-With-Influencers-.pdf
Johansen, I. K., & Guldvik, C. S. (2017). Influencer marketing and purchase
intentions. In NORWEGIAN SCHOOL OF ECONOMICS. https://openaccess.nhh.no/nhh-
xmlui/bitstream/handle/11250/2453218/masterthesis.PDF?sequence=1
Bucha, P. (2022) IMPACT OF VARIOUS TYPE INFLUENCERS ON SUSTAINABLE
CONSUMERS’ BEHAVIOUR.
Ekinci Furtana, T., & Öğüt, N. (2024). COMPARISON OF THE EFFECTS OF MEGA AND
MICRO-INFLUENCERS ON CONSUMER PURCHASING BEHAVIOUR. Bilgi Ekonomisi Ve
Yönetimi Dergisi, 19(1), 21-40. https://doi.org/10.54860/beyder.1332542
The study looks into how social media influencer marketing impacts consumer
buying choices by examining the effectiveness of both mega influencers and micro
influencers through an analysis of two videos, on YouTube. The results showed that
Promotion B, with the micro influencer had an impact on consumer buying behavior
than the promotion, by the mega influencer.
