Social media influencers and content creators are terms that have long been established in marketing. Athletes and actors were the traditional influencers that marketers often seek to include in new promotional campaigns or invite to exclusive events, however, there is a new player in town. The 2017 influencer are much more down-to-earth and can be commonly found on the streets, equipped with a smartphone in one hand and have impeccable style.
This is a research portfolio that studies the opportunities of collaborating with social media influencers and content creators in marketing strategy to increase brand advocacy and improve brand management while using the fashion retailer Urban Outfitters as an example.