The Methods Used by Social Media Influencers in Lifestyle Products Branding

Tan, Yi Ting (2020) The Methods Used by Social Media Influencers in Lifestyle Products Branding. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research looks to identify the methods used by social media influencers in lifestyle products branding. This research looks into the types of social media influencers as there have a lot of fields for social media influencers to involve it. The research methodology used to conduct this research was qualitative research method which was content analysis. The contents made by social media influencers have been analyzed depending on their text, photography and videography. Instagram and YouTube are the two social media platforms for analyzing the contents of social media influencers in lifestyle products branding. This research also looks into the latest technique used by social media influencers for their lifestyle products branding. The other research methodologies used to conduct this research were quantitative research methods which were online survey questionnaires. The preferences of the user toward the methods used by social media influencer in lifestyle products branding have been identified by 100 respondents. The findings showed that social media influencers are recognized and YouTuber as a social media influencer is more preferred by the respondents as they like to see lifestyle products branding through videography. The methods used by social media influencers can be explained by using the AIDA model. Social media influencers had done their lifestyle products branding according to the AIDA model which is to attract attention, maintain interest, create desire, and take action.