Hoernig, SteffenKlein, Artem2025-02-102025-02-102024-07-032024-01-24http://hdl.handle.net/10362/178693In the evolving influencer marketing landscape, this thesis examines the consequences of paid brand partnerships on influencers’ reputations. Through two surveys aimed at both influencers and social media users, the study provides a comprehensive analysis of how these collaborations affect public perception. The results highlight the nuanced impact of paid partnerships, offering valuable insights into the dynamics between influencers, brands, and audiences. This research contributes to the theoretical understanding of influencer marketing and serves as a reference for future studies, while also guiding influencers, brands, and marketers in their strategic decisions.engInfluencer marketingPaid brand partnershipsSocial mediaReputationmaster thesis203725360