Objectives: In conducting this thesis, the author primary aims to provide a thorough analysis on typical Influencer’s Blogging patterns that are capable of impacting consumer purchase decision. Secondly, the author intends to shed more light on the identification of the causal relationship between blogger’s recommendation and consumer behavior. Last but not least, author wish to contribute a more holistic information to the research bank about Influencer Marketing, with discussion on both major and minor issues relating to the procedure, conducts and ethical matter of this globally prevalent marketing tactics.
Summary: This study benefits International Business research by addressing a global issue of Influencer Marketing strategy application. Related published articles are reviewed and findings were configured using qualitative data collection. In details, two focus group with participants are millennials with exposure to blogs and influencers were conducted. Results was then compared and contrasted to identify commonly perceived blogging patterns practiced by influencers of the field, as well as to pinpoint the scale and weight of consequent recommendations on consumer purchase decision. Discussion chapters follow to explain additional conclusion in accordance with reviewed literature. Main findings are stated along with limitation acknowledgement, international business implication and suggest for future research.
Conclusions: Of all patterns mentioned in different research papers, influencers tend to adopt same application standard on content production, blogging frequency, tricks and treats, audience integration and reputation maintenance. Among five patterns, the most impactful one directly affects consumer decisions is content production. Also, the intangible relationship between influencer’s recommendation and purchase decision is solidified. With a proven existence of the correlation, analysis on other minor factors is being put on tray, generating managerial implication for mutual benefits to all of the stakeholder in the industry, namely the brands, the bloggers and the consumers
