在以創作者經濟為中心的數位時代，影響力行銷被視為其中最常用的媒體行銷策略。透過這個行銷策略，並結合網紅的影響力，延伸出了網紅品牌策略誕。網紅品牌策略讓品牌能夠更順利的和網紅合作，而平常只能透過代言和贊助方式與品牌合作的網紅，也被視為品牌本身了。然而，隨著網紅逐漸被視為品牌，他們的人性和創意的重要性被忽略。因此此論文設立透過研究網紅創作歷程中背後的故事與想法，去探索網紅在影響力行銷中所能提供的真正價值，並進一步研發一個能與目前媒體行銷行業相關的網紅品牌合作模式。
此探索行研究的目地為能透過網紅本身的角度去深入了解網紅品牌行銷的理念，並注重於網紅與品牌真程度，品牌目的性，和創意行銷公司的關係。透過研究結果，延伸出一個明確的合作品牌行銷模式。
此質性研究方式包括：（1）一位影響者和一位創意行銷公司專業人士進行深度訪談； （2）四個小規模案例分析； (3)與目前網紅和創作者經濟相關的媒體內容分析。再以該研究結果與往前研究設計出的合作品牌行銷模試進行比較和分析，並進一步延伸出一個適用於現社群行銷行業的網紅合作品牌行銷模式。
研究結果透過本研究最終所設計的 8C 品牌合作品牌合作模式凸顯出，創意行銷公司任與網紅能有密切合作關係。結合創意行銷公司的人脈與資源，以及網紅的獨特創意能力，雙方的合作關係從單打獨鬥，變成了雙方合作。
本論文致力於社群媒體網紅行銷的研究主題，實際研究他們通過創作的路程和創作價值。由於本論文深入了網紅和創意行銷公司各自的觀點，因此希望能對於網紅，創意行銷公司，以及社群行銷行業的轉業人士帶來能夠善用的訊息。

In today’s creator economy-focused digital era, influencer marketing is often implemented as a successful strategy in the advertising industry. Through this advertising strategy, influencer co- branding emerged, allowing brands to collaborate with influencer’s, who are now commonly seen as a brand themselves, rather only through sponsorships and endorsements.
However, with influencers becoming brands, their humane and creative nature is now often overlooked. Which is why this research sets out to explore the true creative journey behind an influencer’s growth trajectory. The purpose is to discover and highlight the value influencers provide, then through the findings, further develop an influencer co-branding model that may be relevant to the current influencer marketing industry.
This explorative qualitative study includes: (1) two in-depth interviews with one influencer and one agency perspective; (2) 4 supportive case analysis; and (3) content analysis of media content related to current creator economy ecosystems. The research then compares and analyzes the findings to previous co-branding models, to then further adapt into a an updated influencer co-branding model applicable to the current advertising industry.
Through comprehending the idea of influencer co-branding directly from the perspectives of influencers themselves, with a study concentration on the ideas of creative authenticity, findings reveals, through the development of the 8C Co-branding model, the importance of the role creative agencies continue to hold with influencers is highlighted. It showcases the shift of the dynamic relationship between the two from individual to collaborative.
The thesis contributes to the research topic of influencer marketing, with a focus on the influence they create through their value on their authentic creative journey. As this thesis presents the perspectives of both influencers and agencies, it could be considered as a valuable insight and resource for professionals in the advertising agencies looking to develop further advertising strategies through influencer marketing.

“A Brief History of Influencer Marketing.” HireInfluence, 13 Aug. 2022, https://hireinfluence.com/blog/history-influencer-marketing/.
“Burn-out an ‘Occupational Phenomenon’: International Classification of Diseases.” World Health Organization, World Health Organization, https://www.who.int/news/item/28-05-2019-burn-out-an-occupational-phenomenon-international-classification-of-diseases.
Abert, Maria, Monica Jakobsen Lunderøy, and Christian Radmacher. New ventures in the age of digital media technologies–A qualitative study of influencer entrepreneurs. MS thesis. Nord universite yourt, 2019.
Abidin, Crystal. "Mapping Internet Celebrity on TikTok: Exploring Attention Economies and Visibility Labours" Cultural Science Journal, vol.12, no.1, 2020, pp.77-103. https://doi.org/10.5334/csci.140
Bakker, Diederich. "Conceptualising influencer marketing." Journal of emerging trends in marketing and management 1.1 (2018): 79-87.
Balkeran, Arianna. "Hustle culture and the implications for our workforce." (2020).
Bloglovin’. (2017). We Asked, They Answered: How marketers are leveraging influencer marketing. Retrieved from https://activate.bloglovin.com/docs/whitepaper/bloglovin_ marketers_survey_report.pdf
Boerman, Sophie C. "The effects of the standardized Instagram disclosure for micro-and meso-influencers." Computers in Human Behavior 103 (2020): 199-207.
Bognar, Zrinka Blazevic, Nikolina Plesa Puljic, and Dominik Kadezabek. "Impact of influencer marketing on consumer behaviour." Economic and Social Development: Book of Proceedings (2019): 301-309.
Campbell, Colin, and Justine Rapp Farrell. "More than meets the eye: The functional components underlying influencer marketing." Business Horizons 63.4 (2020): 469-479.
Cayari, C. (2011). The YouTube effect: How YouTube has provided new ways to consume, create, and share music. International Journal of Education & the Arts, 12(6). Retrieved [date] from http://www.ijea.org/v12n6/.
Chang, W. (2009). Roadmap of Co-branding Positions and Strategies.
Chopra, Anjali, Vrushali Avhad, and and Sonali Jaju. "Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial." Business Perspectives and Research 9.1 (2021): 77-91.
Conway, Dan, et al. "A qualitative investigation of bank employee experiences of information security and phishing." Thirteenth Symposium on Usable Privacy and Security (SOUPS 2017). 2017.
Courtney Carpenter Childers, Laura L. Lemon & Mariea G. Hoy (2019) #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns, Journal of Current Issues & Research in Advertising, 40:3, 258-274
Eldor, K. (2023, February 17). Emma Chamberlain's Brand, Chamberlain Coffee, Expands with New Product Category: Tea Bags. Forbes. Retrieved from https://www.forbes.com/sites/karineldor/2023/02/17/emma-chamberlains-brand-chamberlain-coffee-expands-with-new-product-category-tea-bags/?sh=269740db5cda#:~:text=Launched%20in%202020%20by%20YouTube,Gen%20Z%20demo%20—%20and%20beyond.
Farivar, Samira, and Fang Wang. "Influencer marketing: Current knowledge and research agenda." Digital Marketing & eCommerce Conference. Springer, Cham, 2021.
Flake, Jessica & Barron, Kenneth & Hulleman, Chris & Mccoach, D. Betsy & Welsh, Megan. (2015). Measuring cost: The forgotten component of expectancy-value theory. Contemporary Educational Psychology. 41. 10.1016/j.cedpsych.2015.03.002.
Fraustino, Julia Daisy, Brooke Fisher Liu, and Yan Jin. "Social Media Use During Disasters 1: A Research Synthesis and Road Map." Social media and crisis communication (2017): 283-295.
Future Workforce Report 2022 | Upwork. https://www.upwork.com/research/future-workforce-report-2022.
Geyser, Werner. “What Do Influencer Marketing Agencies Do?” Influencer Marketing Hub, 17 June 2021, https://influencermarketinghub.com/what-do-influencer-marketing-agencies-do/.
Glucksman, Morgan. "The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink." Elon Journal of undergraduate research in communications 8.2 (2017): 77-87.
Gross, Jana and Wangenheim, Florian V., The Big Four of Influencer Marketing. A Typology of Influencers. (April 2018). Marketing Review St. Gallen, Vol. 2, 30-38,
Gruzd A, Hodson J. Making Sweet Music Together: The Affordances of Networked Media for Building Performance Capital by YouTube Musicians. Social Media + Society. April 2021. doi:10.1177/20563051211025511
Guruge, Miyuru CB. "Comparison between attributes related to celebrity endorsement and social media influencer marketing: A conceptual review." Sri Lanka Journal of Marketing 4.1 (2018): 17-37.
Haenlein M, Anadol E, Farnsworth T, Hugo H, Hunichen J, Welte D. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review. 2020;63(1):5-25. doi:10.1177/0008125620958166
“Influencers: The Modern Entrepreneur.” National Geographic Society, https://education.nationalgeographic.org/resource/influencers-modern-entrepreneur.
Jana Gross, Florian von Wangenheim. (2022) Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts. Journal of Interactive Advertising 22:3, pages 289-310.
Jerslev, Anne. "Media times| in the time of the microcelebrity: celebrification and the YouTuber Zoella." International journal of communication 10 (2016): 19.
Jezer-morton, Kathryn. “Did Moms Exist before Social Media?” The New York Times, The New York Times, 16 Apr. 2020, https://www.nytimes.com/2020/04/16/parenting/mommy-influencers.html.
Jin, S. Venus, Aziz Muqaddam, and Ehri Ryu. "Instafamous and social media influencer marketing." Marketing Intelligence & Planning (2019).
Jobber D. & Ellis-Chadwick F. (2016). Principles and practice of marketing (Eighth). McGraw-Hill Education.
Khamis, Susie, Lawrence Ang, and Raymond Welling. "Self-branding,‘micro-celebrity’and the rise of social media influencers." Celebrity studies 8.2 (2017): 191-208.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), pp. 241–251.
Knoll, Johannes, and Jörg Matthes. "The effectiveness of celebrity endorsements: a meta-analysis." Journal of the Academy of Marketing Science 45.1 (2017): 55-75.
Lamberton, Cait, and Andrew T. Stephen. "A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry." Journal of marketing 80.6 (2016): 146-172.
Lockley, Lawrence C. "Notes on the history of marketing research." Journal of Marketing 14.5 (1950): 733-736.
Martinez, Jessica E., "The Use of Social Media for Marketing by Independent Musicians" (2021). Capstone Projects and Master's Theses. 1048. 
https://digitalcommons.csumb.edu/caps_thes_all/1048
Nakamura, Reid. “10 Highest Paid YouTube Stars of 2016 (Photos).” TheWrap, 5 Dec. 2016, https://www.thewrap.com/10-highest-paid-youtube-stars-of-2016-photos/.
Nguyen Ngoc Hien, Tran Nguyen Huynh Nhu, Carlos Gomez Corona. (2022) The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management 9:1.
Omar, B. & Dequan, W. (2020). Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage. International Association of Online Engineering. Retrieved June 21, 2022 from https://www.learntechlib.org/p/216454/.
Ouvrein, Gaëlle, et al. "The web of influencers. A marketing-audience classification of (potential) social media influencers." Journal of Marketing Management 37.13-14 (2021): 1313-1342.
Rachma Fitriati, Inggit Sekar Madu Siwi, Munawaroh, Rudiyanto. (2022) Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media. Journal of Promotion Management 0:0, pages 1-24. References
Rodríguez-Pose, Andrés, and Callum Wilkie. "Strategies of gain and strategies of waste: What determines the success of development intervention?." Progress in Planning 133 (2019): 100423.
Santora, Jacinda. “Key Influencer Marketing Statistics You Need to Know for 2022. Influencer Marketing Hub, 4 Nov. 2022, https://influencermarketinghub.com/influencer-marketing-statistics/.
Schaffer, ByNeal, et al. “The Top 31 Influencer Marketing Statistics You Need to Know in 2023.” Social Media & Influencer Marketing Speaker, Consultant & Author, 10 Dec. 2022, https://nealschaffer.com/influencer-marketing-statistics/.
Schroeder, Bernhard. “A Majority of Gen Z Aspires to Be Entrepreneurs and Perhaps Delay or Skip College. Why That Might Be a Good Idea.” Forbes, Forbes Magazine, 18 Feb. 2020, https://www.forbes.com/sites/bernhardschroeder/2020/02/18/a-majority-of-gen-z-aspires-to-be-entrepreneurs-and-perhaps-delay-or-skip-college-why-that-might-be-a-good-idea/?sh=1de0f8e65a45.
Silverman, Sam. “These Mamas Know What's up! - Peep Our Fave Mom Influencers.” Life & Style, 11 Nov. 2019, https://www.lifeandstylemag.com/posts/mom-influencers-to-follow-on-instagram-who-are-relatable-and-cool/.
Su, Y., Baker, B. J., Doyle, J. P., & Yan, M. (2020). Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok, International Journal of Sport Communication, 13(3), 436-446. Retrieved Jun 21, 2022, from https://journals.humankinetics.com/view/journals/ijsc/13/3/article-p436.xml
The Future of Work Is Here - Assets.ctfassets.net. https://assets.ctfassets.net/0o6s67aqvwnu/1WIiMCpU0wIXPGzQ4ssMjS/5bff4bf1f19028721b7d455f8246cca6/NRG-FutureOfWork-Infographic.pdf.
Ueltschy, L. C., & Laroche, M. (2004). Co-Branding Internationally: Everyone Wins?. Journal of Applied Business Research (JABR), 20(3). https://doi.org/10.19030/jabr.v20i3.2218
View of Quantifying the Creator Economy: A Large-Scale Analysis of Patreon, https://ojs.aaai.org/index.php/ICWSM/article/view/19338/19110.
Vrontis, D, Makrides, A, Christofi, M, Thrassou, A. Social media influencer marketing: A systematic review, integrative framework and future research agenda. Int J Consum Stud. 2021; 45: 617– 644.
Ye, Guoquan, et al. "The value of influencer marketing for business: A bibliometric analysis and managerial implications." Journal of Advertising 50.2 (2021): 160-178.