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Indirect Marketing through Influencers on Social Media: Comparing Faceebok paid advertisement services to advertisement by influencers on social media
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media platforms are an increasingly popular advertising medium, because ofthe opportunities for targeted advertising they provide, but there are also opportunitiesto pay prominent content generators, known as influencers, to publicize brands.This thesis focuses on a case study with Truecaller, a Swedish mobile applicationcompany, advertising in Egypt through a sarcasm page on Facebook. Sarcasm isa very common trait in the everyday life in Egypt and Truecaller is an establishedbrand in the market. The results show that it is more cost effective to pay the sarcasmpage to joke with the company on Facebook, than paying Facebook to promotethe company’s page. The cost per impression was 27% lower, while the cost per userengagement was 31% lower and the cost per user reached was 5% lower. Overall thecampaign increased the number of average application downloads per day by 30%.

Place, publisher, year, edition, pages
2015. , 36 p.
Examensarbete INDEK, 2015:37
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-169728OAI: diva2:825206
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Entrepreneurship and Innovation Management
2015-05-26, Stockholm, 14:00 (English)
Available from: 2015-06-30 Created: 2015-06-23 Last updated: 2015-06-30Bibliographically approved

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