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Considering its new communication strategy, how should fairtrade belgium approach online influencers ?

Heytens, Arnaud ; Borda Rivas, Carlos
(2021)

Files

BordaRivas_74691500Heytens_38921600_2021_.pdf
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Details

Supervisors
Lambert, Nicolas
Faculty
Louvain School of Management
Degree label
Master [60] en sciences de gestion
Abstract
The thesis project on Fairtrade Belgium aims to provide a strategy on the selection of influencers to improve engagement of the target audience. To do so, a literature review was conducted to understand the distribution of users according to their own criteria such as their age,gender, and consumption habits on social networks. On the influencers' side, it was necessary to understand their motivation, their interests and their functioning so that Fairtrade could provide them with opportunities for collaboration. Therefore, a methodology related to the sustainability communication research on social networks will be presented. This will allow a selection of Fairtrade compatible influencers with the right targeted audience and sufficient engagement rate to create visibility. In addition, it will be described how to approach influencers and give them precise recommendations in order to increase the reach and engagement of publications.