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Chapter 2 – LITERATURE REVIEW
Comprehensive investigation, review, and assessment of secondary research.
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Influencer Marketing in PR Campaigns
Capstone Proposal
Influencer Marketing in PR Campaigns
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Influencer Marketing in PR Campaigns
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Table of Contents
Chapter 1: Research Fundamentals ……………………………………………………………………………. 2
1.1 Background ……………………………………………………………………………………………….. 3
1.2 Problem Statement ……………………………………………………………………………………… 4
1.3 Hypothesis…………………………………………………………………………………………………. 4
1.4 Research Questions ……………………………………………………………………………………. 5
Chapter 2: Literature review ……………………………………………………………………………………….. 6
2.1 The Evolution of Influencer Marketing…………………………………………………………….. 7
2.2 Targeting the Right Influencers ……………………………………………………………………… 8
2.3 Authenticity and Trust ………………………………………………………………………………….. 9
2.4 The Use of Micro-Influencers ………………………………………………………………………… 9
2.5 Measuring the Impact ………………………………………………………………………………… 12
2.6 Challenges and Future Directions ………………………………………………………………… 13
Chapter 3: Primary Research ……………………………………………………………………………………. 14
3.1 Methods Chosen and Why …………………………………………………………………………. 15
3.2 Target Audience and Selection Process ……………………………………………………….. 16
3.3 Data Collection Processes ………………………………………………………………………….. 17
3.4 Potential Limitations of Research ………………………………………………………………… 17
3.5 Preliminary Research Instrument …………………………………………………………………. 18
Reference ……………………………………………………………………………………………………………….. 20
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Chapter 1: Research Fundamentals
1.1 Background
Influencer marketing has emerged as a powerful and transformative strategy within the
realm of public relations campaigns. This contemporary approach leverages the reach,
credibility, and authenticity of influential individuals in various niches to promote products,
services, or causes. As traditional PR methods have evolved to adapt to the digital age, influencer
marketing has taken center stage, bridging the gap between brands and their target audiences in a
more personal and relatable manner. With the proliferation of social media platforms and the
changing landscape of consumer trust, integrating influencers into PR campaigns has become
increasingly vital for brands seeking to connect with their audiences and build meaningful
relationships. The most commonly used social media platforms for marketing in this day and era
include TikTok, Instagram, Facebook, YouTube, and X (formerly Twitter).
Influencer marketing in PR campaigns involves collaborating with individuals who have
cultivated significant online followings in specific niches, such as fashion, fitness, beauty, travel,
or technology. These influencers, often seen as authorities within their respective domains, have
the ability to sway consumer opinions and behaviors. By partnering with influencers, PR
professionals can harness their reach and credibility to craft compelling narratives, generate
buzz, and drive engagement around their brand messages. This innovative approach not only
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enables brands to tap into highly engaged and targeted audiences but also allows them to
humanize their image and foster genuine connections, ultimately bolstering the success of their
PR initiatives. Most influencers have a powerful influence on one of the listed platforms.
However, they may opt to open accounts on all platforms, but the following and influence may
vary. Therefore, when choosing an influencer to market a product, one should ensure they pick
the best on that specific platform.
1.2 Problem Statement
In the ever-evolving landscape of public relations and marketing, organizations are
constantly seeking innovative strategies to engage with their target audiences. One such strategy
that has gained considerable prominence in recent years is influencer marketing. While
influencer marketing has shown promise as an effective PR tool, there is a need to critically
examine its impact, implementation, and potential challenges within the context of PR
campaigns. Therefore, influencer marketing does not always guarantee the success of a product
in the market; some brands hire influencers to market their products, but the results end up being
negative.
1.3 Hypothesis:
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If influencer marketing is based on actual PR integration, then campaigns can
significantly enhance brand visibility and audience engagement. This is because many
influencers base their advertisment on money rather than their personal experience after using a
product. Most consumers blame the influencers and could result in completely cancelling the
product in the market.
1.4 Research Questions:
1. What is the current state of influencer marketing adoption within PR campaigns across
different industries?
2. What are the key success factors and challenges associated with the integration of
influencer marketing into PR campaigns?
3. How does the credibility and authenticity of influencers impact the effectiveness of
influencer marketing within PR campaigns?
4. Which influencers are the best to work with, those whose reputations are on the ascent or
the descent?
5. What metrics and key performance indicators (KPIs) are commonly used to evaluate the
success of influencer marketing in PR campaigns?
6. Are there significant variations in the effectiveness of influencer marketing across
different industries and target audiences?
7. Are functions of fashion a driving force towards influencer marketing?
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Chapter 2: Literature review
2.1 The Evolution of Influencer Marketing
Influencer marketing has become a potent weapon in the dynamic field of public relations
(PR) for building connections with target audiences and amplifying business communications.
Influencer marketing emerged as a response to the need for authentic and relevant brand
promotion (Wang & Chan-Olmsted, 2022). The emergence of social media platforms led to the
formation of a distinct group of content providers that could effectively impact consumer habits
via their online presence. Brands quickly saw the potential of collaborating with these people to
efficiently reach and engage their intended audiences (Glucksman, 2017). Influencers have also
become the main source of news especially bloggers who air news from all perspectives and
therefore tend to attract different audiences. Therefore, reaching different target consumers
through such influencers could benefit the business since most people look up to their news on
whatever is trending. Initially, influencer engagements were often casual and relied on personal
connections. Brands would engage with influential bloggers or social media celebrities to
endorse their goods or services in return for remuneration or complimentary items (Wang &
Chan-Olmsted, 2022). These partnerships were characterized by a feeling of innovation and
exploration, as both businesses and influencers recognized the potential of their cooperation.
According to Vidani & Das, (2021), influencer marketing in PR campaigns is a result of the
fusion of classic PR tactics with the power of digital and social media platforms. This applies to
all products and items that influencers can be used to market. By examining the fundamental
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ideas, developments, and perspectives surrounding influencer marketing in the context of public
relations, this literature review seeks to clarify the importance, difficulties, and prospects for
further development of this field. According to Glucksman (2017), over the last ten years,
influencer marketing has seen a revolutionary transformation. Its major use at first was as a
marketing tactic, but it has gradually acquired traction in the PR space (Tanwar, Chaudhry &
Srivastava, 2022). The trend in PR efforts toward influencer marketing is a reflection of how
crucial it is to establish genuine connections with target audiences. Influencers are reliable
middlemen who can successfully communicate a brand’s message in a way that is relevant and
interesting.
2.2 Targeting the Right Influencers
As influencer marketing gained popularity, it evolved from an informal transaction to a
more formal and business-oriented approach. Influencers started to acknowledge their worth and
the potential influence they might have on the perception of brands (Nidamarthy et al., 2020).
They created media packages, devised price systems, and established partnership rules.
Concurrently, businesses began setting aside specific funds for influencer initiatives,
acknowledging the potential for a substantial return on investment. At first, influencers were
often associated with celebrities or macro-influencers who had a large number of followers
(Nidamarthy et al., 2020). Nevertheless, the scenery became more varied as marketers
recognized the advantages of collaborating with micro-influencers and nano-influencers.
According to Gustavsson, et al., (2020), the people had fewer but intensely involved and nichespecific customers, enabling businesses to access more focused markets which created chances
Influencer Marketing in PR Campaigns
for influencers of all magnitudes to engage in collaborations with businesses. Influencer
marketing has transformed from a standalone tactic to an essential component of brands’
comprehensive marketing approaches. Brands now understand the importance of establishing
long-term collaborations with influencers, integrating them into product introductions, brand
consciousness initiatives, and even co-creating material that enables accordance messaging and
fosters deeper relationships with target audiences (Chernenko et al., 2022)
2.3 Authenticity and Trust
The progression of influencer promotion from originality to a strategic stronghold has
transformed the methods brands interact with buyers. It has surpassed mere product
endorsements, evolving into a platform for narrative storytelling, authenticity, and cultivating
trust. As the sector keeps on developing, brands must remain cognizant of emerging patterns,
adapt their methods, and form significant relationships with influencers to maintain a
competitive edge in this changing and influential marketing environment.
2.4 The Use of Micro-Influencers
Authenticity is crucial in the digital era. Influencers who preserve an authentic,
approachable character captivate audiences. Authenticity breeds trust, and influencers’
partnerships with companies benefit from this trust (Wang & Chan-Olmsted, 2022). Influencer
PR efforts should place a high priority on openness, and influencers should stick to the brands
and their principles to maintain the credibility of the message. According to Vidani & Das,
(2021), micro-influencers are becoming more well-known for their capacity to build stronger
9
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relationships with specialized audiences, even if mega-influencers have historically dominated
the influencer marketing scene. Nowadays, PR efforts use micro-influencers since they can
provide more real and high engagement rates. These minor influencers have the potential to be
very powerful in fostering trust and brand loyalty. Fredberg (2017) asserts that the triumph of
social media influencers has great significance for companies. Consequently, technology has
been devised to ascertain and monitor the pertinence of influencers to a brand or organization.
This technology monitors the metrics of a blog, including the number of page views, the
frequency of blog sharing, the amount of likes and comments received, and the number of
followers. These factors are crucial elements that contribute to the effectiveness of a social media
influencer (Fredberg, 2017). Utilizing influencer marketing on social media provides
organizations with a novel avenue to establish direct, organic, and widespread connections with
consumers in their daily routines (Tanwar, Chaudhry & Srivastava, 2022). Social media
influencers endorse companies by integrating them into their personal life, therefore establishing
a sense of relatability with the typical customer. According to Fredberg, )2017), when one party
tries to persuade another to perform certain activities, it creates a dynamic that may alter the
direction and nature of their relationships (Chernenko et al., 2022). Influencers play a crucial role
in establishing a direct link between a brand and a customer. The success of the phenomenon lies
in the great social impact and reputation that influencers possess, which is a result of their
honesty and transparency with customers (Wang, Cheng & Sun, 2021). In contrast to
conventional marketing, influencers have the distinct capability to reach previously inaccessible
niche demographics (Chernenko et al., 2022).
Brands have always prioritized the task of identifying and catering to the desires and
requirements of their customers. Most influencers now view their marketing job as a career
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where they strive to grow the sales of a particular product, knowing it will also grow their brand
name. Most consumers rely on reviews from famous influencers and celebrities before making
purchases of new products. Therefore, it is safe to say that they do shape consumers’ opinions
and influence new consumers to try the products. The perception a business acquires via its
social media influencers assists in establishing direct connections with its primary customers and
fosters brand loyalty. Although a company cannot completely control its online discourse, it may
benefit from the direct influence and trust that customers have in individuals. This influence and
trust are formed via a two-way conversation on social media platforms, which helps promote the
brand and its products (Navarro et al., 2020). Social media platforms are increasingly
indispensable and have become a fundamental component of the ordinary consumer’s
communication strategy. Hudders, De Jans & De Veirman, (2021) state that there are several
variables contributing to the growing popularity of influencer marketing. These characteristics
include a wide variety of criteria, including both subjective aspects like “quality of content” that
are hard to quantify, as well as more objective ones such as page visits and search engine rank
that can be easily measured, while according to Mete, (2021), given the continuous
advancements in media channels, it is inevitable that these criteria will change. Furthermore,
other factors for assessing influence include the degree of involvement, regularity of
engagement, and importance within the market or community (Navarro et al., 2020). There is no
specific clarity on how much level of engagement is enough. However, it would be nice for
businesses to know when to “dispose” an influencer since maintaining them in line of business is
also very expensive. From the perspective of influencers, their aims include strengthening
connections with important audiences by enhancing the reputation of the business/brand,
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increasing consumer recognition of their online operations, and encouraging customers to
provide comments and feedback (Glucksman, 2017).
2.5 Measuring the Impact
The metrics employed to evaluate the effectiveness of an influencer marketing promotion
should be tailored to the individual goals of each campaign. For instance, if a campaign aims to
increase brand recognition, measures such as impressions and reach should be employed.
Comparably if the goal of the campaign is to prompt a certain action, then the measurement
should primarily consider the number of clicks and/or level of engagement (Veirman, Cauberghe
& Hudders, 2017). This assessment helps a business identify the number of people the business
account reached within a specific period. With these analytics, generating the actual sales made
could be challenging. However, knowing how many people clicked on the campaign shows how
many people saw the product on their feed and became interested. It could, therefore, be used to
create brand awareness and generate future actual sales. The assessment and quantification of the
investment yield in influencer marketing have been identified as a challenge in influencer
marketing initiatives (Uzunoğlu & Kip, 2014). It is imperative to note that research conducted by
Wang and Wei (2019) revealed that 70% of the questioned firms and agencies assess the Return
on Investment of influencer marketing initiatives. The effectiveness of an influencer marketing
strategy may be measured by measures such as improved website traffic, revenue, press
coverage, and the size and attractiveness of the audience (Veirman, Cauberghe & Hudders,
2017).
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2.6 Challenges and Future Directions
Although experts have challenges in quantifying the return on investment and assessing
the effect of this approach, businesses persist in their endeavors and allocate more funds to
include digital influencers in their plans (Piskorski & Brooks, 2017). To establish an effective
influencer marketing campaign, it is crucial to grant digital influencers the autonomy to produce
original content and express their honest opinions about products, including the ability to
constitute assessments and point out flaws. Failure to do so may result in doubts about their
reliability and authority (Casaló et al., 2018; Piskorski & Brooks, 2017). The perfect mix of
collaboration between influencers and product marketers should be after the influencer agrees to
sample the product first and approves it to be of good quality. In this way, they both will have
similar goals and objectives which are making the product known and generating sales and
profits for the company. Brands should provide digital influencers with the campaign’s
guidelines and objectives without limiting their imaginative liberty allowing them to create
genuine and unique material that is appealing and trustworthy to their audience. It is important to
note that digital influencers possess a deep understanding of the language and material that
resonates best with their followers (Casaló et al., 2018; Piskorski & Brooks, 2017). Exciting
opportunities are ahead for influencer marketing in PR initiatives. We should anticipate more
sophisticated tools for managing influencers and monitoring campaigns as technology advances.
Improved insights about influencer and campaign success will come from the combination of
artificial intelligence and data analytics. As a means of preserving influencer marketing’s
legitimacy, more ethical standards and laws are probably in the works. Influencer marketing in
public relations efforts is a dynamic and constantly changing industry, not just a fad (Lee &
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Watkins, 2016). It is becoming a crucial tactic for companies looking to interact with consumers
in a more genuine and approachable way. The literature study emphasizes the significance of
precisely evaluating the effect, using micro-influencers, emphasizing authenticity and trust, and
carefully choosing the appropriate influencers. Influencer marketing will likely become more
important in the future as the PR environment continues to shift, helping to shape brand
messaging (Vidani, & Das, 2021). To maximize the impact of this persuasive strategy, brands,
and PR experts need to be flexible and aware of changing industry best practices. The market
industry keeps on changing now more than ever, especially with the high rates of technological
inventions and unending research that scholars and inventors conduct.
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Chapter 3: Primary Research
3.1 Methods Chosen and Why:
The chosen method for this research is a quantitative survey conducted through NYU
Qualtrics. A survey is the most suitable method for this study due to its ability to efficiently
collect large-scale, structured data. Given the exploratory nature of the research, a survey allows
for a systematic analysis of perceptions, preferences, and behaviors related to influencer
marketing in PR campaigns. This method provides numerical insights that can be statistically
analyzed to draw meaningful conclusions about the target audience’s attitudes and behaviors.
Advantages of the survey method include its cost-effectiveness, ease of administration to
a wide audience, and the ability to generate quantifiable data for statistical analysis. However,
limitations include the potential lack of depth in responses compared to qualitative methods and
the reliance on self-reported data.
To conduct these surveys, the company, their marketers, and the individual influencers
will post Q&A sections, poll voting, and other engagement and involvement techniques provided
by the specific platforms to collect feedback and complaints on the products and services
offered. This will help the company identify its strengths and weaknesses and work towards
improving every aspect of the business.
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3.2 Target Audience and Selection Process:
The target audience comprises individuals aged 18-45 actively engaged with social media
platforms. This demographic was chosen because they are likely to be exposed to influencer
marketing and can provide valuable insights into their perceptions and behaviors. The selection
process involves outreach through various online channels, such as social media platforms and
email lists.
To identify the target audience, demographic characteristics such as age, social media
usage, and engagement with influencers will be considered. The survey will be distributed
through targeted advertising on social media, leveraging influencers to increase reach. This
approach ensures a diverse sample reflecting different perspectives within the specified age
range.
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3.3 Data Collection Processes:
Data will be collected through the online survey platform NYU Qualtrics. Respondents
will voluntarily participate, ensuring informed consent. Confidentiality will be maintained by
anonymizing responses, and no personally identifiable information will be collected. The survey
will employ a mix of multiple-choice and Likert-scale questions to capture both quantitative and
qualitative insights.
To enhance the reliability of the data, the survey will include attention-check questions to
ensure respondents are engaged and providing thoughtful responses. The survey will be pretested with a small group to identify and address any potential issues before the full deployment.
3.4 Potential Limitations of Research:
Limitations of this research include the potential for sampling bias, as the study focuses
on individuals actively engaged in social media. The survey format may limit the depth of
responses compared to qualitative methods, and respondent bias, such as social desirability bias,
may influence self-reported data. Additionally, the study relies on participants’ accurate recall of
their behaviors and perceptions.
Given the dynamic nature of social media and influencer marketing, the findings may
have a limited shelf life. The research represents a snapshot in time and may not capture longterm trends or changes in consumer behavior. The length of how long a snapshot is aired on
social media platforms does not define a trend. The more numbers people use that snapshot, even
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if it is for a short period, the trend becomes defined. However, for product sales, the influencers
should ensure the product stays on trend for a long period or for as long as the contract states.
3.5 Preliminary Research Instrument:
Survey Questions:
Demographic Information:
1. What is your age range?
[Options: 18-24, 25-34, 35-44, 45-54, 55 and above]
Social Media Usage:
2. On which social media platforms do you spend the most time?
[Options: Instagram, Facebook, Twitter, YouTube, Other (please specify)]
Influencer Impact:
3. How often do you make purchasing decisions based on recommendations from
influencers on social media?
[Options: Always, Often, Occasionally, Rarely, Never]
Brand Trust and Influencers:
4. To what extent do you trust product or service recommendations from influencers
compared to traditional advertising?
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[Options: Trust influencers more, Trust traditional advertising more, Trust both equally,
don’t trust either]
Influence Perception:
5. Do you believe that influencers genuinely use and enjoy the products/services they
promote?
[Options: Yes, always; Yes, often; Sometimes; Rarely; Never]
Engagement Preferences:
6. What type of content do you prefer from influencers when they are promoting a
product or service?
[Options: Images, Videos, Stories, Blog posts, Other (please specify)]
Impact on Brand Perception:
7. Do you believe that influencer marketing in PR campaigns positively or negatively
influences your perception of the associated brands?
8. What types of influencers do you find most convincing in PR campaigns?
[Options: Micro-influencers, Macro-influencers (10,000 to 100,000 followers), Megainfluencers (100,000 to 1 million followers), Celebrity influencers (1 million+ followers),
Not sure/No preference]
Authenticity Perception:
9. Do you believe that influencers involved in PR campaigns genuinely use and endorse
the products or services they promote?
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Overall Perception Impact:
10. In your opinion, how does influencer marketing within PR campaigns impact your
overall perception of a brand or organization?
This preliminary research instrument will be refined based on feedback and pilot testing before
the final survey deployment.
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