Samenvatting

QUOTES “The purpose of this thesis is to investigate in a recently developed communication tool called ‘influencer marketing’. More specifically, the main objective of the project is to examine the relevance of influencer marketing in the brand communication of a fashion company. As influencer marketing is a component of the topic of brand communication, relevant concepts are first defined and the alteration of brand communication as well as the introduction of social media will help to understand the complexity of this topic.” “The main findings of this thesis show that influencer marketing is based on the idea of word of mouth marketing and that parallels of content marketing can be found.” TABLE OF CONTENTS //1. Introduction. - //2. Theoretical Framework – Introduction to brand communication /2.1 Definition brand /2.2 Brand communication /2.3 Alteration of brand communication /2.4 Social Media in brand communication. - //3 . Introduction to influencer marketing in the fashion industry /3.1 Definition influencer /3.2 Influencer marketing /3.3 Conclusion. - //4. Empirical Study. - //5. Synthesis. - //6. Conclusion. - //References ARTICLE The article is based on the research findings. It was written in German, since is intended for readers of the German magazine Brand eins.