University of Oulu

The relation marketing through the era of digitalisation : social media and endorsement strategy

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Author: Matura, Tom1
Organizations: 1University of Oulu, Oulu Business School, Department of Management and International Business, Management
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.1 MB)
Pages: 62
Persistent link:
Language: English
Published: Oulu : T. Matura, 2022
Publish Date: 2022-06-14
Thesis type: Master's thesis
Tutor: Puhakka, Vesa
Reviewer: Puhakka, Vesa
Sipola, Sakari


Relation marketing might be one of the most important components of the marketing mix. However, the digitalization of advertisements and customers changed the way of brand-customer interactions. This new trend obliges brands to adjust their strategy. To do so, companies hire influencers (which are closer to their target audience) to promote their products and services in the hope it will be beneficial. In our research paper, we propose to analyze and update previous theories about endorsement and draw the future of relation marketing as an opening.

To do so, we compiled previous theories in our research paper and we set five hypotheses representing the five main theories about endorsement. Those theories have been checked by a sample consisting of hundred people from all generations in a survey we conducted. Thanks to this survey, we found out that two of the previous theories remain currently correct, we also found out that one was partially correct and we refuted two theories which seem to not remain correct. Our findings provide updated theories. This is especially important for people who are questioning what they should do about an endorser and what kind of strategy to set to get a good relation marketing through the endorser parameters.

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Copyright information: © Tom Matura, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.