Influencer Marketing's Effects on B2C Brand Image: a Case Study of Nike

Influencer Marketing's Effects on B2C

Brand Image: A Case Study of Nike

By: Judith Armenteras, Rebecca Paech & Iris Politiek

Influencer Marketing's Effects on B2C Brand Image: A Case Study of Nike

Judith Armenteras, Rebecca Paech & Iris Politiek

Abstract

Aim: To analyze how influencer marketing affects brand image. This is achieved by analyzing to which extend a B2C brand’s identity is effectively communicated to consumers through influencer marketing. Design/methodology/approach: This research is based on a single case study approach. Comparative focus groups were conducted to analyze the effects of Nike’s influencer marketing on consumers’ perceived brand image. Findings: In the empirical research, both the control groups’ and the influencer marketing groups’ perceived brand image matched closely Nike’s identity. Thus, the hypothesis that “Influencer marketing supports a better understanding of a B2C brand’s identity” was rejected in the context of this focus group study. Originality/value: This study represents a first attempt to analyze how a B2C brand’s influencer marketing affects its brand image. Keywords: Influencer Marketing, Brand Strategy, Brand Image, Brand Identity, Business to Consumer Branding, Consumer Buying Process. Paper type: Research paper.

Introduction to connect with their consumers to create a lasting value and loyalty (Kapferer, 2012). The interest for strategic brand management stems from the key strategic role that brands Influencer marketing affects the stage of the have in companies (Melin, 2002). Firstly, customer mindset in the brand value chain offering a superior product than the (Keller, 2006). Influencer marketing is a tool competition is no longer a guarantee for to reach a large consumer group at once within success (Melin, 2002). Secondly, a product’s an authentic manner (Rogers, 2017). Rogers life-cycle is shortened due to rapidly evolving (2017) states that 23% of marketers are technological solutions (Melin, 2002). Thirdly, looking to increase their spending in the established brands form a major entry barrier digital marketing tool by 30-50% over the next for new brands due to the large investments year. Further, the author highlights the that have to be made in order to create a vulnerable state of influencer marketing and successful brand (Melin, 2002). The impact of emphasizes the importance to research the a brand could be retrieved from a quote by effect of influencer marketing on business to Charles Revson, founder of Revlon: “[i]n the consumer brand image. factory we make cosmetics. In the store we sell hope” (Melin, 2002, p. 112). Brands strive

! ! According to Kapferer (2012), brand identity frequently than display ads” (Sharethrough, and brand image are important elements of a 2017). Furthermore, the most powerful strategic approach aimed to increase brand influencers have a wider reach than some TV value. The main difference between the shows. Forbes’ top beauty influencers ranking concepts brand identity and brand image is revealed that the ten most powerful beauty that brand image is on the receiver’s side influencers have a combined reach of 135 (Kapferer, 2012). Thus, he states that brand million subscribers on social media, with image is about the consumers’ perceptions of a number one beauty vlogger Zoella having a brand. In contrast, brand identity is created on loyal fan base of 11.6 million YouTube the sender’s side, where all the unique subscribers (Forbes, 2017). elements and value of the brand are specified (Kapferer, 2012). Uncertainty about Effectiveness of Influencer Marketing Remains This paper will focus on the use of influencer marketing to enhance brand image in the However, the measurement of influencer context of a B2C brand. This is achieved by marketing effectiveness remains mostly analyzing to which extend a B2C brand’s unclear. According to a survey of 200 identity is effectively communicated to marketers by Rakuten Marketing, “[…] 38% consumers through influencer marketing. of marketers say they are unable to tell whether influencer activity actually drives sales” (Rogers, 2017). Influencer Marketing The Evolution of Influencer Marketing This uncertainty among marketers has motivated marketing agencies to include the Influencer marketing may be defined as a management of influencer marketing as part of marketing tool that is used to build brand their services (360i, 2017). In 2013, digital authority through opinion leaders (Kapferer, agency 360i launched its ‘Influencer 2012). The backbone of this strategy is to Relationship Management System’, a tech target market segments by addressing their platform which promises marketers optimized ‘tribes’ according to Kapferer (2012). He also access to influencers and better measurement mentions that these groups can be divided by of their campaigns’ effectiveness (360i, 2013). micro-ethnic, cultural and geographic Further, a survey conducted by (TabInfluence, characteristics. According to Kapferer (2012), n.d-b) shows that for marketers the most influencers can be professionals or hobbyists important success measure of influencer and usually represent the people most marketing is engagement (comments on a blog involved in the selected category. post, likes, shares), followed by brand awareness and sales lift. Influencer marketing is becoming an increasingly popular digital marketing tool However, most agencies and studies fail to (Google Trends, 2017). As a result of the provide insights into the link between widespread use of ad blocking (Scott, 2017), influencer marketing and concepts of brand native advertising is becoming increasingly identity and image. As Michelle Stoodley, popular. In fact, studies found that head of digital marketing at Benefit, concludes “[c]onsumers [look] at native ads 53% more “No one really quite knows what the best

! ! route to measure the impact of influencer order to establish and maintain consumers’ marketing is” (Rogers, 2017). Further, she trust in the influencer. notes how this lack of measurement in influencer marketing contrasts with the main Kozinets et al. (2010) made an important motivation for marketers to employ digital contribution towards forming an marketing, i.e. the tracking of campaign understanding of the role of trust in word-of- effectiveness. According to Lillian Betty, head mouth marketing in online communities. Their of strategic partnerships at Time Inc, “[…] study on seeding campaigns in online [influencer marketing is] more than just communities suggests that successful online shifting product. It's about brand identity, WOM promotion is characterized by being keeping the right sort of company and congruent with four elements: character ensuring your brand is being shown in its best narrative, communication forum, promotional light with the best partner” (Rogers, 2017). characteristics and communal norms. Further, These studies show that while the industry Kozinets et al. (2010) suggest that while in believes that influencer marketing should anti-commercialists communities, evaluation primarily focus on brand identity (Rogers, and explanation narratives are appropriate, 2017) as well as engagement and brand embracing and endorsing narratives might be awareness (TabInfluence, n.d-b), a high more favorably in communities that embrace uncertainty about the measurement of the commercialism. effects of influencer marketing on brand image remains. Li, Lai and Chen (2011) developed a marketing influential value model, which aims Insufficient Research on Influencer Marketing to measure the influential strength of bloggers. Effectiveness For the purpose of their study, Li et al. (2011) analyzed three dimensions of blog Despite its increasing popularity, influencer characteristics: network-based, content-based, marketing has gained surprisingly low and activeness-based factors. Based on the attention in academic research. Most academic previous criteria, Li et al. (2011) claim to be research on influencer marketing is rooted in able to identify those bloggers with highest digital word-of-mouth theory (eWOM) and marketing value according to their influential focuses on the selection of influencers and powers, improving the effectiveness of optimization of seeding campaigns in terms of influencer marketing campaigns. increased trust. The high interest in the concept of trust may be explained by the Liu, Jiang, Lin, Ding, Duan & Xu (2015) phenomenon that the recruitment of an criticize previous studies on the role of trust in influencer often means that the role of the influencer marketing as these analyzed ‘static influencer changes from a community member snapshots‘ of social networks and, thus, failed to the dual role of a consumer-marketer to acknowledge changes in the nature of these (Kozinets, de Valck, Wojnicki & Wilner, user trust networks over time. To address this 2010). This results in the transformation of issue, Liu et al. (2015) developed a “interpersonal communications into an framework, which adds the dimensions of intended persuasion effort” (Kozinets et al., review domains and time to the selection 2010, p.13). Thus, it is vital for marketers to process of influencers. The framework allows select the right communication strategy in to categorize influencers into three types:

! ! emerging influencers, holding influencers and According to Dobni and Zinkhan (1990), vanishing influencers. Thus, Liu et al. (2015) brand support marketers in selecting effective influencers based on their popularity status image is created in the minds of consumers across the life cycle. and, therefore, brand image always depends on the customer’s brand interpretation, either While the above studies provide valuable in a rational or in an irrational way. The insights into how to optimize seeding authors continue to explain that this concept campaigns and how to select the most assumes that different interpretations will exist ‘effective’ influencer, they fail to define of the same brand depending on the effectiveness of influencer marketing beyond customer’s previous experience. Brand image, cost reductions and levels of trust. Thus, it according to Dobni and Zinkhan (1990), will may be concluded that currently no study be influenced by the marketing activities, provides insights into how to measure context and the characteristics of the receiver. influencer marketing’s effectiveness in terms Therefore, it seems that brand image will not of impact on brand image. only depend on the brand itself, but also on the environment of the brand. Moreover, the Brand Image and Brand Identity Theory authors state that once the customer has built his interpretation of reality, this interpretation To understand how influencers affect brand becomes more important than the reality itself image, it is important to first define the (Dobni & Zinkhan, 1990). concept. For the purpose of this paper, brand image is defined as “[t]he impression in the Likewise, the guest lecture of Micco consumers' mind of a brand's total personality Grönholm (2017) pointed out that “[b]rands (real and imaginary qualities and are not what they are but rather what we think shortcomings)” (BusinessDictionary, 2017). they are” (Grönholm, 2017). This idea Although this definition is straightforward, supports the view that brand image always brand image has been interpreted in different depends on the customer’s brand interpretation ways. (Dobni & Zinkhan, 1990).

There are several main features of brand image that are elaborated on by researchers.

Figure 1. Identity and Image (Kapferer, 2012, p. 152) ! ! Kapferer’s prism (see Figure 2) consists of two dimensions: the first aspect compares the picture of the sender (physique and personality), with the picture of the recipient (reflection and self-image). The second aspect distinguishes between the externalization (physique, relationship, and reflection) and internalization (personality, culture, and self- image).

The following section is a brief description of Figure 2. Brand identity prism (Kapferer, 2012, p.158) the six dimensions moving from The ambiguity of brand image raises externalization to internalization. Kapferer intriguing questions regarding the nature of (2012) describes physique as the key product how people translate brand identity to brand attributes and qualities; relationship reflects image. how the brand relates or interacts with the customer, and finally, the idea of reflection Kapferer (2012) describes how brand identity revolves around how the consumer wishes to is related to brand image (see Figure 1). be perceived based on the purchase of that Kapferer’s approach considers two types of brand. input from the sender perspective: the brand identity and other sources of inspiration such Related to the concept of internalization, as imitation, opportunism, and idealism. personality is defined as the companies’ Brand identity and other sources of inspiration manner to communicate with its customers. are then merged into messages. Kapferer Further, Kapferer (2012) explains culture as (2012) defines messages as signals transmitted the idea of how a company perceives the in the form of products, people, places, and world as well as its ideology, causes, ideas, communication. Before the message reaches ideals, and values. Finally, self-image is a the receiver side, the message is affected by customer’s reflection: ‘What do I want to communication from competitors and noise prove to myself when buying this product?’ (Kapferer, 2012). Therefore, the brand image According to Kapferer (2012), the above is the result of how a brand identity’s message concepts need to be congruent and consistent is decoded in the consumer’s mind. In order to among themselves in order to effectively effectively transmit brand values to transfer the brand identity to the consumer. consumers, Kapferer (2012) stresses the importance of building brand identity before The Consumer Buying Process brand image is created by specifying the brand’s meaning, aim, and self-image. A successful brand strategy includes reaching the consumer and influencing his purchasing To comprehend brand identity composition, decision. Nevertheless, the consumer-buying Kapferer’s theoretical brand identity prism process is not an exact science. The guest identifies six facets of brand identity. The lecture of Micco Grönholm confirms this prism is intended to create a deeper statement by mentioning that “[…] 95-98% of understanding of the brand identity concept. human thinking is unconscious, intuitive and

! ! effort-free” (Grönholm, 2017). Moreover, that consists of choosing a product, a price, Tanner and Raymond (2010) identify six and a seller (Tanner & Raymond, 2010). The possible stages that a consumer might go process further considers the consumer stages through when buying a product (see Figure 3). after buying a product or service.

The fifth stage ‘post-purchase and evaluation’ 1. Need Recognition is the course in which the consumer will 2. Search for Product Information evaluate to which extent his need is fulfilled through the purchase. Consumer evaluation is 3. Product Evaluation certainly relevant since a positive evaluation might lead to future purchases and positive 4. Product Choice and Purchase brand associations, whereas a negative evaluation might lead to negative brand 5. Post-Purchase Use and Evaluation of the Product perception (Tanner & Raymond, 2010). 6. Disposal of the Product Furthermore, consumers have the power to communicate their experience to their friends or relatives. Finally, the sixth stage ‘disposal Figure 3. Stages in the Consumer’s Purchasing Process of the product’ takes the consumer’s (Tanner & Raymond, 2010, p. 68) environmental concerns into account (Tanner The first stage ‘need recognition’ starts at the & Raymond, 2010). moment in which the consumer acknowledges or feels the need for a product (Tanner & Research Gap Raymond, 2010). Within this phase, the consumer is affected by different input from Overall, the literature review shows that there his environment (online and offline) which exists a gap between research on influencer could pave the way for influencers to establish marketing and identity theory. On one hand, a need that the consumer was not aware of identity theory has been vastly explored and before. During the second stage ‘search for the link between identity and image creation information’, the consumer will actively has been established. On the other hand, research the product or service which might despite its increasing popularity, influencer consist of an internet search or asking friends marketing has gained surprisingly low and family about their previous experience. attention in academic research. Previous This stage is of particular interest for this studies fail to define the effectiveness of research, as an influencer may be regarded as influencer marketing beyond cost reductions a friend who gives advice or recommendations and levels of trust. Currently, no study based on personal experience. During the third provides insights into how to measure stage ‘product evaluation’, the consumer will influencer marketing’s effectiveness in terms evaluate the products according to the of impact on brand image. This insight characteristics he considers most important for explains the high level of uncertainty among that product such as price, size, accessories, marketers when it comes to measuring the etc. (Tanner & Raymond, 2010). During the effectiveness of influencer marketing. fourth stage ‘product choice and purchase’, the consumer might make a buying decision

! ! Figure 4. Influencer Marketing Effectiveness Assessment [IMEA] model based on the brand identity prism (adapted from Kapferer, 2012, p. 158) Methodology H1: The control groups’ perceived brand image only matches Nike’s brand identity to a Approach: IMEA Model limited extent.

To analyze the effect of influencer marketing H2: The influencer groups’ perceived brand on brand image the new ‘Influencer Marketing image matches Nike’s brand identity closely. Effectiveness Assessment (IMEA)’ model was developed (see Figure 4). First, a brand was If H1 and H2 are proven as correct, H3 will selected as a case study and the brand identity automatically derive as proven: analyzed based on Kapferer’s (2012) brand identity prism. Then, focus groups were H3: Influencer marketing supports a better conducted in order to measure the effects of understanding of a B2C brand’s identity (i.e. influencer marketing on brand image. Two the influencer groups have a better focus groups were exposed to influencer understanding of Nike’s brand identity than marketing materials before the discussion the control group). about Nike’s brand identity, and two focus groups were not exposed during the session Case: Nike’s Influencer Marketing (control groups). The perceived brand image of the two sets of focus groups were then each The case study was based on the brand Nike, compared with the brand identity prism to which aspires to “bring inspiration and analyze if the perceived brand image was innovation to every athlete* in the world. *If enhanced by the influencer marketing you have a body you are an athlete” (Nike, exposure. 2017). The name ‘Nike’ stands for the Greek Goddess of victory and represents the Therefore, to establish if influencer marketing “glorification of human effort” (Kapferer, positively affects brand image, the following 2012, p.161). Holt and Cameron (2010) hypotheses had to be proven: describe Nike as a cultural innovator. Kapferer (2012) supports that view by stating that “Nike

! ! addresses a major psychological insight: hybrid campaigns, which combine celebrity millions of people in the world know that they endorsement and influencer marketing, such can only count on themselves” (p. 178). as a collaboration with fashion superstar Virgil Abloh (Agrawal, 2017). Nike collaborated Nike is known for strengthening relationships with Abloh on a line of limited edition with consumers in various ways for example sneakers, which were then promoted by major through their ambassadors, extensive style influencers (Agrawal, 2017). collaborations with athletes and product customization (Kapferer, 2012). Furthermore, Finally, Nike’s influencer marketing also Nike uses various forms of influencer includes earned media. This refers to blog marketing, which made Nike a highly suitable entries, work-out videos on YouTube and case study for this research. Nike’s influencer Instagram posts, where ‘fans’ of the brand marketing activities may be differentiated make unpaid promotions for Nike. between influencer marketing on owned media, paid media (direct payment or free Method: Focus Groups products) and earned media (mentions, shares, reviews) (Titan Growth, 2017). Focus groups were preferred over quantitative research as focus groups provide insights into Examples of Nike’s influencer marketing on complex behaviors and motivations (Morgan, owned media include campaigns with athletes, 1997). Additionally, Barbour (2007) claims which were published on Nike’s own that qualitative methods provide insight in YouTube channel. For instance, Nike “[…] highly sophisticated social constructions collaborated with marathon athletes in its […]” (p. 127) of the respondents, which latest online marketing campaign relates closely to the purpose of this research. ‘#breaking2’, which included videos published Both results are of great importance to on Nike’s YouTube channel (Nike, 2017a). understand the complex research area.

Moreover, Nike uses influencer marketing In total, 26 individuals participated in the four which may be classified as paid media, such as focus groups. The participants were aged 16- a collaboration with Cristiano Ronaldo, who 22 years (52,5%), 23-30 years (43,5%) and 30 has generated $500 million in media value for years-old or more (4%). The participants Nike through his social media posts in 2016 represented 20 different nationalities, were all alone (Quora, 2017). “Ronaldo posted 1,703 students and all had different experiences with times overall on social media in 2016. Those influencer marketing. In fact, 52.5% of the posts generated 2.25 billion social interactions participants actively follow a brand or person (likes, comments, shares, retweets and views online. on videos) [...]” (Quora, 2017). Moreover, Nike collaborated with popular YouTube star The influencer marketing materials consisted Casey Neistat (8 million subscribers) (Neistat, of Nike’s own productions (celebrity 2017) about seizing the moment (‘Do More’). influencers) posted on Nike’s own YouTube Here, Nike’s approach differs from celebrity channel, paid videos published by micro endorsement, as Casey Neistat was given the influencers on their own YouTube channels latest Nike FuelBand to review the product on and unpaid influencer content on Instagram. his own channel. Furthermore, Nike launches This approach attempted to stimulate both

! ! unconscious and conscious reactions to want to exclude anyone from taking part in influencer marketing. their brand community (Nike, 2017). Accordingly, Nike involves everyone using Where possible, the focus groups were held quotes such as: “If you have a body, you are during the same conditions, meaning the same an athlete” (Nike, 2017). Furthermore, Nike materials were used, the focus group sessions encourages its community with motivational were held in similar locations and on the same statements such as “Hunt your goals” or “Find day. All moderators used a prescribed your greatness” (Nike, 2017). Nike connects introduction form and questionnaire to with its customers with several projects to structure the discussion where necessary promote an active lifestyle. Nike promotes (appendix A). The elements of the brand equality all around the globe through sports by identity prism (see Figure 2) were used to organizing events or partnering with structure the questionnaire and to allow better organizations with similar objectives with data comparison based on theory. special attention to children (Nike, 2017). To conclude with the external part of the prism, In short, by using focus groups as a qualitative reflection, people might wish to be seen as research method, influencer marketing’s effect trendy, fit and fashionable as a result of using on brand image could be analyzed in depth. Nike products. Having presented the external The focus groups discussed aspects of Nike’s elements of the brand identity prism, the next brand identity, which will be analyzed in the section describes the elements from the next section. internal part of the prism starting with personality. Nike’s human traits are related to Analysis and Findings competitiveness and passion for sports. The brand is always presented with athletes or non- Analysis of Nike’s Branding Strategy professional people practicing sports who have a confident tone and are challenging people to For the purpose of applying the IMEA model, pursue their goals. Continuing with culture, Nike’s brand identity will first be established Nike’s “Just do it” slogan transmits the deeper based on the elements of Kapferer’s (2012) message that the limits people face are only brand identity prism. The following insights imposed on them by themselves. Nike does are based on an in-depth analysis of Nike’s not publish its values specifically, however website, YouTube channel and official from the website content and videos one can Facebook site. conclude that all of Nike’s communications feature common values about respect, Starting with the external elements of the diversity, and inclusivity. To conclude, self- prism, Nike’s physique may be described as image is the aspect of the prism that analyzes professional and fashion clothes for people what a customer wants to prove to him- or who practice any kind of sport. Physique is herself when buying products from Nike. In an both the brand’s backbone and its tangible intrinsic meaning, Nike consumers want to added value (Kapferer, 2012) which is in prove themselves that they are able to reach Nike’s case the Nike Air Max (Nike, 2017b). their goals and will not stop trying. The brand is also recognized for the swoosh logo, as well as bold and black font style.

Continuing with relationship, Nike does not

! !

Figure 5. Nike’s Brand Identity (Adapted from Kapferer, 2012, p. 158) Findings from Focus Group Study

In the next section, the second part of the downloaded the Nike app. Participants IMEA model will be established. The aim is to mentioned that people they follow on social compare the brand image as perceived by the media channels collaborate with Nike or that control focus groups with Nike’s brand they do see the brand on social media via other identity by testing the below hypothesis. channels than Nike’s own: “I follow rappers that have collaborated with Nike” (participant H1: The control groups’ perceived brand A). In this example, the fashion side of Nike image only matches Nike’s brand identity to a was highlighted by the rapper, not the sports limited extent. element of Nike.

Physique The relationship aspects mentioned by the participants are very similar to the identity The most frequently mentioned Nike product prism since the community aspect could were Nike Air Max. This is in agreement with represent the inclusiveness of Nike and the the identity prism as Nike Air Max may be encouragement of an active lifestyle. Nike’s regarded as Nike’s prototype. community makes the brand and its ideals accessible to everyone. Relationship Reflection All participants agreed that Nike is trying to create a community feeling and that Nike does When the focus groups were asked to describe so by having the Nike app and the use of people who buy Nike products, the words social media. Interestingly, apart from one sporty, mainstream and trendy resonated most respondent, no one was aware of the events with the groups. Participants described the that Nike is organizing for anybody to join in. typical consumer of Nike products as a young Additionally, no participant in the group person who puts effort into his/her clothing explicitly follows Nike on social media or has and who would have his/her lifestyle as a red thread through his/her life. Listening to the

! ! participants one could say that a Nike buyer and comfort. To conclude, self-image was would use the brand to emphasize his own extremely difficult to measure in this setting personal wish to fit in and to inspire others. making a comparison to the brand prism These key elements are perfectly aligned with difficult. Nike’s brand identity. To summarize, the control groups’ perceived Personality brand image related to physique, relationship, reflection and personality closely matched The brand personality described by the control Nike’s brand identity. However, participants group casts some shadows over Nike’s brand were unable to fully understand Nike’s personality. Frequently mentioned culture, which might be explained by the lack characteristics describing Nike, if the brand of information published by Nike with regards came alive as a person, included: “male, to their values or vision. Self-image was not young (~22-28 years), extroverted, social, considered in the final assessment, as it was (over) confident, fit, handsome, hipster, found impossible to measure it in this setting. healthy lifestyle, going beyond limits, sometimes coming across aggressive when he Therefore, H1 “The control groups’ perceived is being too assertive and doing things for brand image only matches Nike’s brand show”. When asked, if they wanted to be identity to a limited extent” was rejected, since friends with the person they had described, the control group’s perceived brand image participants unanimously denied. Therefore, it matched closely Nike’s brand identity. may be concluded that while participants were aware of Nike’s brand personality, Nike is The next section will develop the third part of unable to successfully communicate the the IMEA model, which compares the positive brand personality it strives for. perceived brand image by the influencer marketing group with Nike’s brand identity in Culture order to test the below hypothesis.

Most participants were not able to H2: The influencer groups’ perceived brand spontaneously mention any values, ideas or image matches Nike’s brand identity closely. ideals related to Nike. Most participants associated Nike with self-confidence and Physique promoting sports and an athletic lifestyle. Only one participant stated that he found Within the focus groups, the physique of Nike Nike’s slogan “Just do it” inspirational. To was described by the use of Nike’s logo and a conclude, the control group had no clear idea spontaneous discussion of its brand about what Nike stands for. appearance. The style of Nike was mainly associated with style in the fashion aspect: Self-image “Nike is fashionable and trendy.” The meaning of the logo was mainly related to a All but one participant stated that they didn’t check-mark sign and one of the respondents feel any different when wearing Nike clothes. mentioned the Greek origin of Nike’s brand Nike was described as a “brand to go for” that name. These findings relate to the physical was simply chosen because of quality, style

! ! appearance of the brand regarding the style “normal” people who practice sports that is mentioned in the brand identity prism. occasionally and wear Nike for running or walking and, at the same time, want to look Relationship stylish. Moreover, few participants described Nike consumers as people who feel pressure to Continuing with the prism, the participants have Nike products in order to belong to a discussed how Nike interacts with its group, even though Nike is above their budget. customers. Most of the answers were Nike consumers were also related to rich associated with positive actions from Nike to people who collect Nike products in order to the society. For example, participants show off. Few participants also described Nike mentioned Nike’s capacity to build a sense of consumers as professional sports people who community involving all cultures. Participants need quality products. To conclude, also highlighted the fact that Nike was the first participants in the influencer marketing focus brand designing women sportswear to groups described Nike consumers in a similar encourage women to run. Furthermore, way as analyzed in the Nike brand identity. participants discussed Nike’s influence on children when promoting sports teams and Personality using influencers as heroes. Some participants also considered that Nike builds a personal If Nike came alive as a person he/she would relationship with its customers through be extrovert and social, according to the flagship stores. Various participants believed general opinion of the focus groups. In the that Nike puts more effort into building a good words of a participant: “Nike is friends with 3 relationship with sports consumers than casual million people on social media”. The extrovert consumers. and social qualities reflect the profession that Nike would be doing: he/she would be a It can be concluded that the fact that Nike celebrity, salesperson, football player, or aims to involve everyone and to build a brand entrepreneur, which are all professions that put community was perceived this way by the a person in the spotlight. A participant raised members of the influencer marketing focus the question about the sincerity of Nike by groups. Furthermore, Nike’s effort to promote addressing the aggressiveness of the person as an active lifestyle for children was also a result of being overconfident and over- mentioned by the participants. assertive, and the exploitation of other people (referring to Nike’s production methods). Reflection Furthermore, Nike was represented by an actor or celebrity: “People who pretend to be Participants defined Nike’ consumers in someone who is not their real self”. multiple ways. We can, however, group them with the most mentioned features in the When taking in Nike’s personality trait as discussion. established in Figure 5, the line of thinking is the same since the figure mentions Nike as a The most common definition was “Teenagers champion, confident and daring. However, the who like to wear Nike sportswear to look critical aspects regarding Nike’s sincerity are trendy and fashionable”. Similarly, several hugely different from what Nike wants to participants defined the consumers as represent.

! ! Culture who want to prove to themselves that they are able to reach their goals. When asked about Nike’s culture, participants didn’t actually know what the brand stands To summarize, the influencer marketing for. For example, some of them guessed that groups’ perceived brand image related to the brand wanted people to be active, but physique, relationship, reflection and others believed that the brand was just looking personality closely matched Nike’s brand for economic profit by selling expensive identity. As found in the control groups, products without a consistent level of quality. participants were unable to fully understand Nike’s culture, and self-image was not To conclude, the values of respect, diversity considered in the final assessment. and, inclusivity were not mentioned by participants. Therefore, participants only had a Therefore, H2 “The influencer groups’ limited knowledge of Nike’s culture. perceived brand image matches Nike’s brand identity closely” was accepted. Self-image Finally, the next paragraph will test the third When the participants were asked about the hypothesis to conclude with the last part of the emotions they feel when wearing or buying IMEA model. That is to test if the influencer Nike products, the first reaction in both groups groups have a better understanding of Nike’s was that they do not perceive any different brand identity than the control groups. feeling when buying/wearing Nike products. In the end, H3 “Influencer marketing supports Some participants, however, shared that they a better understanding of a B2C brand’s had a good feeling when buying Nike because identity” was rejected in the context of this they believed that Nike offers the best quality focus group study. This related to H1 being for professional products. This is aligned with rejected, as the control group’s perceived other participants’ opinion that Nike offers the brand image matched closely Nike’s brand best quality in most cases. Other participants identity, and H2 being accepted, as the somehow answered the question in the sense influencer groups’ perceived brand image of a justification by providing a reason why matched Nike brand identity closely. The they bought Nike products instead of research showed that all focus groups had a answering what they do feel when buying similar perception of Nike’s brand image Nike. Some of them wanted to justify that they regardless of the direct exposure to influencer bought Nike because the product was on sale materials during the research. or because it was the only brand offering the size they needed. Discussion Those answers do not provide a real insight into participants’ motivation to buy Nike In the following section, the findings will be products due to the previously stated reasons. discussed in relation to limitations of the study Therefore, it is not practical to compare the and theoretical relevance. answers from the focus groups with Nike’s deeper motive, which is defined as consumers

! ! Limitations of the Study knowledge about Nike’s culture might be explained by the fact that Nike does not state The effects of influencer marketing on brand directly any values or vision on its owned image were analyzed with the help of the media but only a mission statement. IMEA model (see Figure 4), which was newly developed by the authors of this paper based The self-image element is based on both on Kapferer’s (2012) brand identity prism. It unconscious and conscious processes, which was found that the research design served the makes it difficult for participants to discuss research purpose only to a limited extent since this element. When the use and effectiveness influencer marketing is strongly interwoven of influencer marketing were discussed with with other marketing activities. This means the groups that were directly exposed to that the effects of influencer marketing cannot influencer marketing, participants commented be singled out and measured separately. Thus, that the influencer material did not affect their it may be concluded that the control group was brand associations of Nike. The participants already influenced prior to the focus groups, elaborated on their associations of Nike as Nike is a well-known brand and participants acquired prior to watching the material in the are likely to already have been exposed to focus groups, although the main focus in the Nike’s marketing prior to participating in this descriptive words was similar. study. Moreover, the fact that 95-98% of human Furthermore, it needs to be noted that the thinking is based on intuition and is an study is of exploratory nature. The findings unconscious process (Grönholm, 2017) might can only be generalized to a limited extent due explain why the element of self-image and to the single case study approach and the participants’ view on the brand changes after demographics of the participants as well as the seeing influencer material were difficult to number of conducted focus groups. discuss for the participants.

Theoretical Relevance The unconscious influence of influencer marketing also creates a barrier to fully state The IMEA model that was created for the the relationship with the consumer buying purpose of this research is based on Kapferer’s process of Tanner and Raymond (2010). The (2012) brand identity prism (2012). To effects of environmental stimuli (including structure the findings, the IMEA model gave influencers) are proven to be relevant in the clear guidelines and made a comparison stage of need recognition. A statement on how between Nike’s brand identity and Nike’s influencer marketing effects this stage could perceived image possible. Since Kapferer's not clearly be identified as a result of this (2012) identity prism consists of both an research. In the relationship of brand identity externalization and internalization element, and image, as described by Kapferer (2012), not all elements of the prism could be influencers would be a part of the messages discussed in depth with the use of focus that the sender, in this case study Nike, sends groups. Participants did not have a clear idea to limit the differences between the brand about Nike’s culture (internalization) and identity and the perceived brand image. Due to found it difficult to express the element of this final argument, one could state that self-image (internalization). The lack of influencer marketing does affect brand image

! ! since it is a part of the message a brand sends effects of influencer marketing on brand and of the two elements of the consumer image if the research approach is changed as buying process. follows: First, the researcher will need to establish a baseline that allows an initial Conclusion analysis of the perceived brand image. Secondly, the studied company may add or To conclude, managers currently apply change its influencer marketing approach (and various approaches to cope with the nothing else) to establish an environment uncertainty of influencer marketing. While where the direct effects of influencer this study was not able to develop a tool for marketing can be measured. Finally, the marketers to use, it represents a first attempt to researcher will need to compare and contrast analyze influencer marketing’s effectiveness. differences in the perceived brand image prior If this research is continued, this could and after the company's influencer marketing strongly support manager’s decision-making campaign. The collaboration with a company related to influencer marketing campaigns and singling out of the influencer marketing beyond common KPIs. effects will allow the researcher to review the validity of the IMEA model established in this This paper represents a first attempt to analyze research. how a B2C brand’s influencer marketing strategy affects its brand image. For this purpose, focus group studies on Nike’s References influencer marketing were conducted and 360i (2013). 360i Launches Influencer analyzed based on the IMEA model, which Marketing Technology to Fuel Next was newly developed by the authors of this Generation of Online Pr. Available Online: paper based on Kapferer’s (2012) identity http://eds.a.ebscohost.com/eds/detail/detail?vi prism. The hypothesis that “Influencer d=0&sid=8f1e2306-5644-4342-9c22- marketing supports a better understanding of a 4f89b680ccac%40sessionmgr4008&bdata=Jn B2C brand’s identity on the sender side” was NpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0Z rejected in the context of this focus group Q%3d%3d#AN=bizwire.c47967715&db=bwh [Accessed 10 October 2017] study. The limitations of the research approach were explained with the difficulty to single out 360i (2017). People trust people. Available influencer marketing's effects, previous Online exposure to Nike’s marketing and unconscious https://360i.com/capabilities/influencer/ processes in the consumers’ minds. [Accessed 10 October 2017] Furthermore, it was found that a high uncertainty among managers with regards to Agrawal, A. J. (2017). 5 of the Best Influencer Marketing Campaigns Cmos Can Learn From, how to measure influencer marketing exists Available Online: highlighting the need for further research. https://www.forbes.com/sites/ajagrawal/2017/ 08/24/5-of-the-best-influencer-marketing- Further research may develop an approach to campaigns-cmos-can-learn-from/ [Accessed measure the effects of influencer marketing on 15 October 2017] brand image with the use of the developed IMEA model in collaboration with a brand. Barbour, R. (2007). 'Starting to make sense of The IMEA model may be used to measure the focus group data', in Doing focus groups,

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! ! Appendices 3. Which values, ideas, and ideal do you associate with Nike? Appendix A. Focus Group Interview Guide 4. How would you describe a person buying 1. Which words come to your mind if you Nike products? think of Nike? Draw Nike’s logo on the paper and draw/write your thoughts down. 5. How would you describe Nike’s relationship with its customers? 2. Extra for the parallel group: show influencer marketing material: 6. If the brand came alive as a person, how would it be like? Please draw a sketch and add - Instagram account of Julie Hyld (Hyld, a few words. Think about what would be on 2017) Nike’s dating page. - YouTube video Casey Neistat #Do More (Neistat, 2012) - How would Nike as a person be like? - YouTube video Nike #Breaking2 meet - What would Nike as a person do? the runners (Nike, 2017d) - What would Nike as a person wear? - YouTube video Nike Breaking 2:02:57 (Nike, 2017a) 7. How do you feel when you wear Nike sportswear? a. Do you feel like you can identify better with

Nike after seeing this campaign? b. Do you feel you understand Nike’s identity better after seeing this campaign?

! !