Diversity in influencer marketing: Exploring Finnish influencers and marketing professionals' perspectives

Existing literature has neglected diversity issues in influencer marketing, specifically how cultural factors can influence decision-making. Given the increasing diversity among consumers, there is a need for more relevant information in this area. To address this, this research examines how diversity is perceived by Finnish marketing professionals, and influencers with diverse backgrounds. The study focuses on three areas: influencer marketing, source credibility and identification, and the cultural background's impact on perceived source credibility. The research seeks to answer the question: Why aren't brands forming more diverse partnerships despite their increasingly diverse audience? Drawing upon existing literature, the thesis develops a theoretical framework. Research data was gathered through qualitative interviews with three influencers and five marketing experts. Among the experts, five were affiliated with brands or marketing agencies, while the remaining three were influencers specializing in societal matters and lifestyle. Notably, all the influencers had multicultural backgrounds, enhancing the depth of analysis. The interview findings on influencer marketing in Finland highlight several key points. Firstly, both influencers and companies are placing greater emphasis on social responsibility and its impact on diversity and equality within society. The study acknowledges the rising influence of micro-influencers in promoting diversity. However, despite this positive trend, brands tend to favor well-known influencers and maintain a homogenous representation. The study also emphasizes the role of influencer agencies and marketing teams in influencer selection, which can be influenced by their own ideologies and preferences. While the study acknowledges the industry's lack of diversity, it suggests that positive changes are occurring and presents opportunities for influencers with diverse backgrounds to make an impact. Nonetheless, individuals from minority groups still face challenges and barriers, referring to further efforts to foster genuine inclusivity. Overall, the study emphasizes the importance of considering diversity throughout the entire company, extending beyond superficial marketing campaigns. This research explores diversity, inclusion, and responsible brand values in influencer marketing. The findings emphasize 1) the influence of personal identity and exposure to non-diverse environments on becoming influencers with diverse backgrounds 2) the importance of values alignment in collaborations, 3) the need for companies to integrate diversity and inclusion into all aspects of their operations, 4) the significance of considering staff diversity and decision-makers' cultural backgrounds and ideologies to achieve true diversity, and 5) the importance of authentic selection of diverse influencers to avoid tokenism and to ensure meaningful and diverse representation