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Questioning on influencer marketing effectiveness in today's environment

Van Mechelen, Nikita ; Ineza Musabyimana, Sandrine
(2019)

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InezaMusabyimana_36451700__VanMechelen_27311700_2019.pdf
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InezaMusabyimana_36451700__VanMechelen_27311700_2019_Annexes.pdf
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Details

Supervisors
de Broqueville, Olivier
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The aim of this master thesis is to define whether influencer marketing is still relevant today to build and strengthen the relationship between brand and consumers. With that goal in mind, we will characterize the different actors, namely the brands, the consumers and the influencers and consider the reasons that made influencer marketing a success. Afterwards, we will look at reasons that could provoke a downfall and confronting them to the reality (consumer survey and interviews). This will allow us to determine why influencer marketing wouldn't create added value for a company anymore.