Tuning into Influence: Uncovering Ideal Influencer Characteristics for Generating Brand Awareness on the American Market - A Case Study on the Danish Audio Brand, Kreafunk
Authors
Frimann, Emma Schjødt ; Andersen, Ida-Louise
Term
4. term
Publication year
2024
Pages
126
Abstract
Denne afhandling undersøger, hvilke influencer-karakteristika der bedst kan skabe brand awareness for den danske audiobrand Kreafunk ved indtræden på det amerikanske marked, med fokus på unge amerikanere. Med et socialkonstruktivistisk udgangspunkt og en kvalitativ tilgang indsamlede vi data via en kvalitativ online-survey blandt unge amerikanske forbrugere samt et interview med en repræsentant fra Kreafunk. Data blev analyseret med refleksiv tematisk analyse og fortolket gennem en influencer marketing-ramme bestående af kongruensteori, kildecredibilitet og forbrugerinvolvering, med særlig vægt på brandgenkendelse og brand recall. Resultaterne peger på, at unge amerikanere ofte opdager nye brands via influencer marketing på TikTok og Instagram, hvor TikTok især foretrækkes af kvinder. Relaterbare influencers, der fremstår vidende, oprigtige og humoristiske, foretrækkes, mens overredigeret eller aggressivt salgspræget indhold frastøder. For Kreafunk vækker farvevariationer interesse (med kønsbetingede præferencer), og brandets æstetik opfattes som feminin; prisvurderingerne er blandede, men et prisinterval kan tiltrække bredere målgrupper. Der findes skepsis over for ukendte og udenlandske brands, men skandinavisk oprindelse forbindes positivt. Perceiveret kongruens, troværdighed og involvering er centrale for at skabe brand awareness; brandgenkendelse synes opnåelig, mens brand recall er usikker. Vi anbefaler i første fase samarbejder med oprigtige kvindelige influencers inden for lyd, interiør og aktiv livsstil og videobaseret hverdagsintegreret indhold, der balancerer teknisk kunnen og diskret salgsfokus; på sigt kan større og mere universelle, herunder mandlige, influencers inddrages. Begrænsninger omfatter lav fuldførelsesrate og korte svar i online-surveyen samt mulig bias fra bekvemmelighedsudvælgelse. Fremtidig forskning kan afklare, om influencer marketing alene kan skabe brand recall og belyse samspillet mellem recall, købsintention og word-of-mouth i webshops.
This thesis examines which influencer characteristics most effectively build brand awareness for the Danish audio brand Kreafunk as it enters the U.S. market, focusing on young American consumers. Adopting a social constructivist stance and a qualitative design, we collected data through a qualitative online survey of young Americans and an interview with a Kreafunk representative. We applied Reflexive Thematic Analysis and interpreted findings through an influencer marketing framework combining congruity theory, source credibility, and consumer involvement, with emphasis on brand recognition and brand recall. Findings indicate that young Americans frequently discover new brands via influencer marketing on TikTok and Instagram, with TikTok particularly favored by women. Relatable influencers who appear knowledgeable, sincere, and humorous are preferred, while overly edited or aggressively promotional content is disliked. For Kreafunk, product color variety attracts interest (with gendered preferences), the aesthetic is perceived as feminine, and pricing views are mixed, suggesting a range could broaden appeal. Although there is skepticism toward unfamiliar and foreign brands, Scandinavian origin carries positive associations. Perceived congruence, credibility, and involvement are critical for generating brand awareness; brand recognition appears attainable through influencers, whereas brand recall remains uncertain. We recommend initially partnering with sincere female influencers in audio, interior design, and active lifestyle niches and using video content that integrates products into everyday life while balancing technical competence with a subtle sales focus; later strategies may include larger, more universal influencers, including male creators. Limitations include low completion rates and brief responses in the online survey and potential convenience-sample bias. Future research could test whether influencer marketing alone can achieve brand recall and explore links among recall, purchase intention, and word-of-mouth in online shops.
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