How do influencer marketers affect brand associations?
a semiotic Instagram study in the sports fashion industry

  • Linus Juhlin
  • Miretta Soini

    Student thesis: Master, two years


    Influencer marketing is an important tool to change and reinforce consumers brand associations. Influencers post content that is trying to create intended brand associations. The consumers’ reactions then decide what the realized brand associations are. The purpose of this study is to explore through semiotic and netnographic Instagram analysis how influencer marketing affects brand associations in the sports fashion industry. This research has a qualitative methodology and has used semiotic and netnographic analysis to explore the case of Gymshark. The research consists of 100 analyzed posts from Instagram influencers related to Gymshark. It was found that influencers’ personal brands affect the realized brand associations. Also, gender has an affecting role on both, intended and realized brand associations. 

    Date of Award2018-Jun-29
    Original languageEnglish
    SupervisorChristian Koch (Supervisor), Timurs Umans (Examiner) & Jens Hultman (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    Courses and Subjects

    • International business and marketing

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)


    • influencer marketing
    • word of mouth
    • brand associations
    • signaling theory
    • tribal marketing
    • social media
    • instagram
    • sport’s fashion industry

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