From Influencer to Brand : How Social Media Influencers Become Brands

The purpose of this research was to examine how influencers build brands using their social media following. The research also gives an understanding of marketing, social media marketing, targeting audience, influencers and finally branding. Academic sources were used in gathering information in the beforementioned fields. Social media has been a powerful tool for various brands. By collaborating with influencers who have thousands or even millions of followers on their social media accounts brands can reach their target market easily. Influencer marketing has become a very popular strategy especially for cosmetics brands. Over the course of the years, influencers have started to develop their own brand. This thesis is a descriptive marketing research study whereby the researcher explored the thesis question through a case study of a cosmetics company founded by a social media influencer as well as an in-depth interview of a micro influencer. The conclusion of this research relied on the case study and the results section, comparing the two. The case company’s journey is compared with a model created by Sonali K. Shah and Mary Tripsas that demonstrates how end-users become entrepreneurs. Another core finding that became evident during research was the similarity in mannerisms of influencers’ interaction with their followers. Comparing several case companies founded by influencers and identifying if there is a reoccurring pattern is a recommendation for further research on the topic