Titre : |
Effect of the use of influencers in luxury brand's marketing strategies on the luxury customers' perception of luxury brands |
Type de document : |
Mémoire |
Auteurs : |
Charlotte AZEMA, Auteur |
Année de publication : |
2021 |
Importance : |
77 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; MARKETING STRATEGIQUE
|
Résumé : |
The aim of this study is to investigate whether influencer marketing should be used or not by luxury brands and how this practice affect the way luxury brands are perceived by luxury customers. This research also study how the luxury industry is being transformed by Social Media and more particularly by marketers’ use of influencer marketing strategies. This study has been deepened using a qualitative research, based on 12 in-depth interviews that give both luxury customers and professional’s points of view on the use of influencers by luxury brands. Based on the findings of these interviews, it has been identified that influencer marketing gives a more accessible image of luxury which can make these brands more attractive by the new generations but may be a problem for older generations. Previous studies have investigated the use of Social Media by luxury brands and millennials, this paper is exploring the effect of influencer marketing on the younger generations. This research is of great interest for luxury brands aiming at knowing if they should follow the influencers’ trend to target millennials and more especially generation Z, or not. The research is based on the following question: How are influencers transforming the luxury marketing? |
Programme : |
MSc Marketing French Excellence |
Permalink : |
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