Brand development on digital media among Dutch lifestyle entrepreneurs The usage of social media influencers to develop brands of Dutch lifestyle entrepreneurs on Instagram

Social media technologies have influenced the practices and the processes of entrepreneurs (Shen, Lindsay & Xu, 2018). Social media technologies have thoroughly transformed the ways in which people and companies communicate and organize themselves (Lindgren, 2017, p. 5). The relation between how digital media enable or shape branding opportunities for entrepreneurs has received scarce attention in the literature (Gomez-Velasco & Saleilles, 2007; Merrilees, 2007). Hence, this study will first focus on how entrepreneurs, in particular, lifestyle entrepreneurs, position themselves on social media. Since social media changes entrepreneurial practices, a shift has taken place from WOM to EWOM, CRM to social CRM and entrepreneurs start making use of customer intelligence (Khajeheian, 2013; Jagongo & Kinyua, 2013; Jansen, Zhang, Sobel & Chowbury; 2009). Lifestyle entrepreneurs make use of different kinds of social media marketing strategies such as cocreation, online advertising, storytelling, hashtag letters, and brand collaborations (Goldfarb, 2014; Prahalad & Ramaswamy, 2004; Pulizzi, 2012). The purpose of this study focuses on how lifestyle entrepreneurs make use of social media marketing, in particular, influencer marketing to develop their brand on social media platforms. Influencer marketing is based on the concept of a brand using a social media influencer to influence potential buyers by making them uploading advertised products/services (Woods, 2016). Influencers are currently tearing up the traditional marketing strategies and are widely used as a novel way of advertising (Khamis, et al., 2017). The focus on influencer marketing by Dutch lifestyle entrepreneurs is being researched with the use of qualitative content analysis. 21 interviews have been conducted with predominantly Dutch lifestyle entrepreneur and a minority of interviews have been conducted with social media influencers. As a result, influencer marketing can function as a subtle and subliminal way of advertising. It functions as a short term boost for a company. It mainly leads to more exposure. With this short term exposure, a brand is able to generate more followers, increase their brand‟s awareness and product visibility but is also able to generate a boost in sales.