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Influencer Marketing: Evolution and Perspective

de Potter d'Indoye, Séverine ; Petre, Meghann
(2021)

Files

DEPOTTER_PETRE_29911600_51881600_2021.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.47 MB
DEPOTTER_PETRE_29911600_51881600_2021_ANNEXE1.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 2.94 MB

Details

Supervisors
Charry, Karine
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The phenomenon of social networks and influencers is not new anymore and has left its mark on people's minds. It is more than a fashion phenomenon, it is a change in the approach of the consumer. A more customer-centric approach, personalization, advice, direct communication, are now part of the new marketers' toolbox. This is what this thesis addresses through a theoretical and practical part. This first part presents the theoretical context of the concepts on which the object of this study is based (i.e. to demonstrate whether influencer marketing today is outdated or not). While the practical part aims via a qualitative study to put forward the perspective and evolution of influencer marketing, influencers and social networks. This study will allow the reader, on the one hand, to compare theory with practice. And on the other hand, to understand the different trends and contributions of the final analysis. From this confrontation, it seems that, although the majority of the theoretical is valid, the analytical process shows that there are some controversial and different elements.