Exploring the Rise of Franchisor Influencers: Strategic Implications and Emerging Themes

Abstract

This study explores emerging trends in social media marketing strategies employed by franchisor influencers. Utilizing a qualitative, exploratory approach, the research involved in-depth interviews with 10 franchisor influencers, with data analyzed through thematic analysis and MAXQDA. The findings offer key insights for franchisors seeking to optimize their influencer marketing efforts, emphasizing the importance of personal branding, relationship building, strengthening influencer support systems, educating influencers on the franchise business model, leveraging storytelling, and promoting authenticity and credibility. Additionally, the study highlights the need for customized social media strategies to effectively attract qualified franchisees, increase brand awareness, and ensure long-term success. By contributing to the literature on franchising, personal branding, and social media marketing for small businesses, this research provides a comprehensive understanding of the unique dynamics and challenges faced by franchisors in leveraging social media marketing.