Assessment 1: Influencer Communication Analysis - MKT103A Report

This report analyzes influencer communication, focusing on the blog "The Adelaidian" run by Kristen Byass and Melissa Zahorujko. It explores their communication activities, including the focus on fashion, food, travel, and lifestyle trends, and how they utilize digital platforms to influence their audience. The report examines the effectiveness of their communication in relation to marketing and consumer behavior, analyzing how their posts on Instagram, Twitter, Facebook, and their website promote businesses and trends. It also discusses the impact of digital marketing and influencer marketing in today's world. The analysis includes specific examples of their content and concludes with the growing importance of digital media and influencers in shaping current trends and marketing strategies, emphasizing the importance of communication activities and their impact on the audience.

Reflective Communication Analysis
Student Details
7/3/2019

REFLECTIVE COMMUNICATION
Contents
Introduction of Influencers..............................................................................................................3
Influencers’ Communication Activity.............................................................................................3
Focus of Communication.............................................................................................................3
Effectiveness of The Adelaidian Communication.......................................................................3
Analysis of Adelaidian Communication Activities.....................................................................4
Conclusion.......................................................................................................................................4
Bibliography....................................................................................................................................6
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REFLECTIVE COMMUNICATION
Introduction of Influencers
In today’s world, internet or digital media is becoming a very prominent thing to grab the
attention of masses. The person who is getting involved in these digital media to deliver their
ideas, thoughts, knowledge, etc. sometimes becomes the famous influencers of their kind. The
thoughts and activities of these influencers through social media channels can affect the thinking
power of individual of various age, especially young ones (RG, 2017).
There are many influencers present all over the work. They can be any politician,
blogger, celebrity, etc. In Australia, there is a famous blog with the name “The Adelaidian”. It is
a site, which posts blogs about fashion, food, travel, and lifestyle. Kristen Byass and Melissa
Zahorujko run it; they are journalism students and founded this blogging website in 2014.
Influencers’ Communication Activity
Focus as well as the impact of influencers’ communication activities is discussed below:
Focus of Communication
The blogs that are posted by these two journalism students on their site name “The
Adelaidian” focus on providing information about prevailing or trending fashion, food types,
travel destinations and lifestyle. Their main aim is to let their followers know about the recent
trends in terms of most of the things present around them. It is important for them to be updated.
The focus of communication of “The Adelaidian” blogging site is to provide information to its
followers from around the world. It is established to do influencer marketing. With the help of
information about food, fashion, travel, and lifestyle this blogging site help various businesses
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mainly startups and small firms to promote their business by showing essential products and
offers of them (Rasul, 2018).
The information these two bloggers provide through their website is considered a digital
type of communication. In this, they are delivering information about various businesses through
various digital platforms (Tiago & Manu, 2014). These businesses approach The Adelaidian to
promote themselves with the help of the influencing capacity of Kristen and Melissa. The focus
of their communication is to aid these businesses in getting higher customers by promoting them
locally and internationally. They focus to communicate information about delicious food that is
served by the food stores, restaurants, hotels that recently established, want to promote them or
based on their own market research regarding best destinations (Malhotra, 2010). They also
focus on delivering information about tourist places in a city or in various countries. Another
communication focus of this site is to influence masses regarding the lifestyle and recent trends
about fashion.
Effectiveness of The Adelaidian Communication
In recent years, communication networks, as well as marketing tactics, are changed
drastically. The change in communication channels such as the introduction of digital media.
This leads to the transfer of message through various digital media options (Ryan, 2016). On the
other hand, marketing tactics are also influenced by this step. Many companies now days are
starting to market and promote their products through various digital platforms, such as
YouTube, Official Websites, Social Media, etc (Zhu & Chen, 2015). The influence of these
marketing tactics on consumers is great in amount. Similarly, “The Adelaidian”, is the blogging
site that is run by two bloggers named Kristen Byass and Melissa Zahorujko focus on posting the
blogs about those companies, which approach them for marketing purpose. The focus of
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REFLECTIVE COMMUNICATION
communication of Adelaidian site is already discussed above; however, the effectiveness of their
communication can be identified with the help of analyzing market share as well as the sale of
those companies that the blogging site has blogged.
The message that is communicated by Adelaidian is considered one of the main factors of
increasing knowledge about recent trends regarding fashion in the market. This can help in
dealing with contemporary issues of marketing as well as for customers to know what they wear
to look stylish and updated (Suki, 2010). Similarly, the information about food, travel, and
lifestyle is delivered to a range of people, this, in turn, can help the cycle of the seller, and
distributor and consumer stay updated and advanced.
Analysis of Adelaidian Communication Activities
Different types of blogging sites, as well as bloggers, mainly focus on transferring
information related to recent trends of their fields. Their main aim is to transfer the required
information, due to which many people can be influenced and appreciate them for doing so
(Correia, Gnoth, Kozak, & Fyall, 2015). The Adelaidian is a similar site and continuously
focusing on blogging articles, photos, videos and necessary information about fashion, food,
travel, and lifestyle recent trends. This report is done after an in-depth analysis of the Adelaidian
site as well as activities of its two founders named Kristen Byass and Melissa Zahorujko from
last three weeks.
An in-depth, as well as effective analysis of this blogging site and its bloggers from the
last three weeks, has helped in understanding the focus of their communication. This can be
possible with the help of videos, photos, articles, blogs posted by Kristen Byass and Melissa
Zahorujko on their social media accounts on Instagram, twitter, and Facebook as well as on their
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REFLECTIVE COMMUNICATION
official website named as The Adelaidian. On June 28th, 2019 in the caption of food, event, and
lifestyle the Adelaidian have posted an article named as “Cooking with Grana Padano at Taste of
London”. In this, they have shown people about an event in London and cooking skills of
Padano. Similarly, on June 21st, 2019, they have posted an article with the name “Is Orange
Buffalo the Yee-To-Your-Haw or the Snake in Your Basket”. This article was also about food
events and restaurants, however with attractive names.
Conclusion
It can be concluded that in today’s world the digital media as well as digital marketing is
getting its pace rapidly. it can be possible with the help of various experts present all over as well
as influencers which are adopting the task of impacting many people. With the help of
influencers, the influential marketing is getting popular day by day. The influencers connect with
their followers with the help of various types of communication channels as well as activities.
These activities, as well as their impact on communication, are considered a big element in
shaping recent world trends. This helps in understanding the communication mechanism of the
Adelaidian as well as the effectiveness of their communication activities.
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Bibliography
Correia, A., Gnoth, J., Kozak, M., & Fyall, A. (2015). Marketing places and spaces (1st Edition
ed.). Emerald.
Malhotra, N. K. (2010). Review of marketing research (Vol- 7 ed.). Review of Marketing
Research.
Rasul, T. (2018). Social media’s growing influence on relationship marketing and corporate
culture. The Journal of Developing Areas, 52(1), 261-268.
RG, D. (2017). Influence of social media marketing communications on young consumers’
attitudes. Young Consumers, 18(1), 19-39.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation (4th edition ed.). Kogan Page.
Suki, N. M. (2010). Contemporary issues in marketing management. Nova Science Publishers.
Tiago, M. T., & Manu, J. (2014). Digital marketing and social media: Why bother? Business
Horizons, 57(6), 703-708.
Zhu, Y.-Q., & Chen, H.-G. (2015). Social media and human need satisfaction: Implications for
social media marketing. Business Horizons, 58(3), 335-343.
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