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Authors
Advisor(s)
Abstract(s)
This internship report is based on curricular internship at Social Ninjas, a digital
marketing agency. During the internship, lasting 6 months the primary work was done in
managing influencer marketing, an observation was done early on, that there was a lack of
representation among the influencers. This was found in a combination of looking through
an influencer platform, and realizing talking to the internship company, that there was a
lack of awareness about this subject, which was found interesting, when thinking about the
shift happening in society currently talking about race. Correlating the lack of awareness
with the lack of representation, the study set out to examine the current state of
representation amongst non-white influencers in Portugal. Furthermore, to understand what
initiatives brands can take in their efforts in becoming more diverse in their marketing
strategy, ultimately to promote representation and diversity.
It was an explorative study, set out to examine the subject based on a qualitative
approach of semi structured interviews and a content analyse. The content analyse was
done, to understand the current state of representation of non-white influencers. It was
conducted based on the 100 top ranked beauty influencers, taken from a influencer
marketing platform. Measuring this could be used as an indicator for the overall landscape.
Furthermore, semi structured interviews was conducted with different actors in the
industry, agencies, expert and influencer. Aiming to give an in dept knowledge about some
of the issues within the industry, that effect the current state of representation and
diversity.
The internship report hoped to find a lack of representation of non-white influencers
within Portugal. Supporting the initial observations done during an internship at a digital
marketing agency. The findings hope to support that there is an issue within the influencer
marketing industry in Portugal, when it comes to the way the industry promote
representation and diversity, and further research needs to be done to examine and clarify
the issues within the landscape as a whole.
Description
Keywords
Influencer marketing Racial structure Diversity Representation