YouTube Influencer Marketing: A Qualitative Research of Danish YouTube Influencers In An International Perspective

Neil Kim Carreon

Student thesis: Master thesis


Today, social media marketing and the traditional marketing model are being challenged, and it seems these marketing concepts are loosing their effectiveness. Marketers are facing great challenges with declining trust from consumers due to an extreme rise of media, which causes a shattered media image.
In this thesis, the researcher elaborates the emergent trend of YouTube Influencer Marketing, which has been witnessed in recent years. It is considered to hold new opportunities to turn around the declining curve of marketing effectiveness. Therefore, this thesis examines how YouTube Influencer Marketing can help improve future marketing strategies for international companies. YouTube Influencer Marketing can function as a new marketing tool that facilitate social interaction between YouTubers and consumers from which marketers can create and offer new value propositions to their consumers. Thus, the researcher has examined the central role of the YouTuber and investigated why they have influence. Accordingly, the researcher has also explored how YouTubers and international companies perceive the marketing concept, whereas the results has provided knowledge regarding how international companies should approach YouTube Influencer Marketing. The main objective for this research is to provide recommendations about how international companies can apply YouTube Influencer Marketing successfully.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages135