Undergraduate Thesis

This study deals with the influencer marketing phenomenon more specifically the rise of Mimiyuuuh as a social media influencer that has amassed millions of following through various social media platforms like Facebook, YouTube, and Instagram Document analysis of articles about Mimiyuuuh and ten in-depth interviews of her (ie. Mimiyuuuh has identified herself as a female in her interviews) YouTube subscribers were used to gaining credible information on the extent of her influence which was analyzed through discourse analysis. These were also done to narrate the future directions of the influencer in relation to the marketing aspect - advertising. The findings suggest that there are five characteristics of Mimiyuuuh which helped her gain the interest of millions of fans. These characteristics are her weakness-turned-to-strength attitude, her authenticity, her truthful humor, her empathy towards the hard work of her family, and her relatability. However positive the results were, the influencer herself aims to pursue a career in the fashion industry and is still having second thoughts about continuing her career in social media marketing. Thus, the researchers developed a marketing concept based on five of the most notable characteristics of Mimiyuuuh which would cater to the future of marketing and would also shape the view of brands and companies on creating their brand image and the use of unconventional marketing strategies.