| Abstract [eng] |
SUMMARY VILNIUS UNIVERSITY BUSINESS SCHOOL DIGITAL MARKETING STUDY PROGRAMME STUDENT UGNĖ KURKLIETYTĖ THE EFFECT OF AN INFLUENCER COMMUNICATIVE MESSAGE ON PERSONAL BRAND EVALUATION IN SOCIAL MEDIA Supervisor - Doc. Dr. Elzė Rudienė Master’s thesis was prepared in Vilnius, 2024 Scope of Master’s thesis - 90 pages. Number of tables used in the FMT - 19 pcs. Number of figures used in the FMT - 12 pcs. Number of bibliography and references - 132 pcs. Aim of research: to identify if an influencer communicative message about non-related products in Social Media could negatively impact evaluation on its personal brand. The problem of research: influencer communicative message with non-related products could negatively affect influencer personal brand evaluation in Social Media. Research object: two communicative messages from Beata Nicholson personal Instagram profile with related and non-related to influencer products. Structure of FMT: 1. Literary analysis - in this part examined the concepts of personal brand and influencers, their mutual interaction and communication in Social Media. On the basis of previous studies and their models, the model of this study was created which is examined in more detail in the methodological part of the study. 2. Methodology of research: the research objects were selected, the research was described, research hypotheses were set according to the research model, the research sample was determined, data collection methods and tools for their analysis were selected. An online survey was created and activated to collect research data. 3. Analysis of research data: processing collected research data, describing demographic data of survey participants, approving or denying hypotheses, describing insights based on survey results. 4. Conclusions and suggestions: summarizing the results of the study which revealed that communication message of influencer when promoting a related or non-related products has a relationship with the evaluation of the personal brand through credibility, engagement and acceptance toward consumers, but only the acceptance of influencer communicative message has positive and negative impact on the evaluation on influencer personal brand. Methodology of research: during the research, a platform Google Forms was used to create an online survey and collect data which later were processed by the SPSS data analysis program. The results of the study: Beata’s Nicholson personal brand “Beatos virtuvė” is too strong to be related or affected on evaluation in a negative way by advertisements with non-related to influencer product. Application of the study: the methodology and results of the conducted study can be applied in future research related to the communication about influencers and brand evaluation in Social Media. |
