Influencer Marketing Tips for Small Business Owners

Information search is the second phase of the customer buying process. At this point, the client will look for information using multiple sources—personal, business, public, experimental, and so on (Kotler et al., 2017).Based on the knowledge he acquired in the second step, the buyer would rank the products from best to worst in the third stage, therefore

evaluating them.In the fourth stage, Purchase decision, the consumer will choose what product they are most interested in analyzing the behavior of teenage and young adults when they buy a product endorsed by an influencerClient participationLiterature offers numerous measures to gauge consumer product participation (Zaichkowsky, 1985; Laurent and

Kapferer, 1985; McQuarrie and Munson, 1987; Jain and Srinivasan, 1990). Notwithstanding the several cited research, marketing literature cannot agree in peace about which scale would be more suitable.Interpretivism philosophy forms the philosophical basis of this work since we apply a deductive approach. On the other hand, the inductive technique is superior

in cases when the area is new and there

is little literature.In our situation, although a lot of studies on influencer marketing exist, little is known about its impact and especially with regard to the young generation in the fashion and cosmetic industry. Furthermore, little studies concentrate not only on users of social networks but also on influencers personally. We apply the inductive method in our study since case

studies with a qualitative research methodology usually rely on this method to link theory with research.ect, evaluate and process data (Bell et al., 2019). These two vary in that the data may be counted or examined numerically, therefore separates them.Conversely, the qualitative approach largely expressed in words and employs non numerical data (Bell et al.,

Saunders et al., 2009). This approach is applied when the objective is to delve more in the research and when it is difficult to transfer knowledge using figures (Saunders et al., 2009). Furthermore, it is applied to have a betterWe decided to undertake a qualitative research for our project. Actually, with influencer marketing in the beauty and fashion sectors, our area and

field of research aim to get deeper

in the issue and grasp the consumer behavior connected to it. "Qualitative methods provide in-depth reports of underlying processes and can help frame hypotheses that test specific functional relationships," Cupchik (2001) notes (p. 11). Here, we wish to investigate the interaction between the influencers the companies employ and their followers in order to

consider possible consequences on consumer rate human interest into our research. Interpretive research does, in fact, believe that, given either socially produced or natural, access to reality is only via social constructions (Myers, 2009).This viewpoint so stresses qualitative analysis above quantitative one.Dudovskiy (2009) advises us to "appreciate

differences between people" (p. 1) in interpretivist approach and to concentrate on meaning by employing numerous techniques to represent many facets of the problems. In this study, we underlined the several facets by means of group interviews between persons with various points of view and approaches toward the problemTwo different research approaches—the deductive and the inductive approaches—can be applied either alone or in concert (Sekaran,

Using already-existing hypotheses

that let the data be tested helps the deductive research approach to develop one or more research questions and their aims. Mostly employed in scientific study (Saunders, Lewis and Thornhill, 2009), this method best captures the link between theory and research per Bell et al., (2019). Thanks to the theoretical information related to the subject of study the researchers possess, they generate one or many hypotheses which will be operational words

and associated to concepts or models inside an analysis (Bell et al., 2019; Saunders et al., ly, the inductive method starts first in gathering information to solve a problem by means of observations or experiments (Saunders et al., 2009). Understanding the nature of the problem and using the acquired data would help one to build a theoretical framework and use it as

result of the research (ibid). It also aims to generate empirical generalizations and develop legitimate general conclusions needing as much data as feasible (Bell et al., 2019).Generally and in line with Saunders et al., (2009), it makes more sense measure consumer involvement with products and services pushed by influencers if the research topic has a lot of literature

Conclusion

and hypotheses.Since scholars trying to capture and classify motivations to explain variations in individual consumer behavior find great success using the revised published measure of involvement by Zaichkowitz (1985), we opted to include it in our thesis: This bipolar adjective scale meets the criteria for internal reliability, content validity, criterion-related validity and construct validity (Zaichkowsky, 1985), therefore helping to capture the customer's

participation for products. Zaichkowitz (1985) suggests the notion of engagement commonly used in literature as follows: "Based on needs, values, and interests natural to the perceived object relevance,"A case study design was used in this thesis. The case study is the fashion and beauty industry, and within this case, three entities are considering: fashion/lifestyle influencers, brands using those influencers as a marketing strategy and users of social media