Maximizing Small Business Impact with Local Influencers

have to comprise written words; instead it can take form of a series of visual prompts related to a subject. When preparing an interview guide there are some basic elements to think about. One thing is creating a certain amount of order on the topic areas, so that the questions about them flow well, but being prepared for changing the order during the actual interview. The interview questions or topics should be formulated in a way that will help the 

researcher answer the research questions. The language should be comprehensible and relevant to the person being interviewed, and the researcher should not ask leading questions. The researcher should also ensure asking general information about the interviewee like their positioning in the company and background information about the 

company. It is important that the questioning allows interviewers to glean the ways in which research participants view their social world and that there is flexibility in the conduct of the interview. The qualitative interview can contain background questions, followed by introducing the topic or theme. The interview should move towards the end with follow-up questions, and 

deepening questions When finishing

the interview, the interviewer should sum up and ask the interviewee if he or she have anything else to add or correct. The interviewer should lead the interview according to the guide made and if necessary, add questions (Bryman; Bell, 2011). The research is mainly based on existing data that is found on the Internet in forms of articles and online books, but 

there will also be data from textbooks regarding the topic. The researcher gets a lot of material for this thesis from the book Influence Marketing – How to create, manage and measure brand influencers in social media marketing, written by Brown and Fiorella (2013), because there is limited theoretical material about influencer marketing and the book is 

covering many aspects in the subject in question In addition to the findings of the literature study, the researcher gains qualitative data by arranging a semi-structured interview with the Finnish social media Influencer Marketing agency Monochrome. A semi-structured interview model is chosen because the researcher wants to make room for additional follow-up questions. The interview will be arranged with one person, who is the CEO & Co-founder of 

Monochrome The researcher has structured 

the interview by starting with asking back-The scope of this study is limited to influencer marketing on Instagram, In addition to the findings of the literature study, the researcher gains qualitative data by arranging a semi-structured interview with the Finnish social media Influencer Marketing agency Monochrome. A semi-structured interview model is chosen 

because the researcher wants to make room for additional follow-up questions. The interview will be arranged with one person, who is the C & Co-founder of Monochrome. The researcher has structured the interview by starting with asking back- because it is a rising channel for influencer marketing. The researcher is implementing a lot of international sources 

to her study, referring to influencer marketing in general. The reason for this is that there is limited theoretical material about influencer marketing on Instagram. The company of this study, Monochrome, is the only company in Finland that is working with influencer marketing on specifically Instagram, why the researcher choose to do the interview with them, and 

of this they are the only company 

being interviewed. Monochrome has carried out a number of social media influencer marketing campaigns, why they fit well to answer the research questions of this thesis. The company is working with influencers and companies in Finland, why the information gathered from the interview can mainly be generalized to the Finnish market, but can also to some 

extent be applied to international cases. 2 There are two types of data collection existing in research design: primary and secondary data (Shukla, 2008, p. 30). The material used for this thesis is partly collected through secondary data from existing established digital and literature sources, but there will also be gathered primary data obtained qualitative methods: 

interviews. A qualitative interview should be based on a list of themes or categories. Interviews can be formalised and structured, using standardised questions for each respondent, or they may be informal and unstructured conversations. Interviews may be categorized as structured -, semi-structured-, and unstructured interviews. For this thesis, the 

Conclusion

researcher is implementing a semi-structured interview, which is a part of a qualitative research. Semi-structured interviews consists of a list of themes and questions to be covered, but they may vary depending on the interview and additional questions may be required. (Saunders et al. 2003). The interviewing in qualitative research tend to be flexible, responding to the direction in which the interviewees go, and perhaps adjusting the emphases in the 

ground information about the company. The researcher moves forward with the interview by asking questions about influencer marketing in general, followed by more detailed questions about the process of creating an influencer marketing campaign. The interview is summed up with closing- and check-up questions. Topic 1 of the interview includes questions that the researcher is expecting to help answer the first research question of this study, and topic 2 

includes questions that the interviewer is expecting to help answer the second research question The interviewee agreed on letting the researcher publish her name in this thesis. The theoretical data is mainly collected from international sources, but there is also information obtained from Finnish studies and articles found onlineresearch as a result of issues that 

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