Titre : |
Influencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands |
Type de document : |
Mémoire |
Auteurs : |
Juanita GUTIERREZ, Auteur |
Année de publication : |
2022 |
Importance : |
41 p |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CAMPAGNE PUBLICITAIRE ; INFLUENCEUR ; MARQUE
|
Résumé : |
New digital interactions have given a new tool to the advertising industry where they are able to communicate accurately with the communities that will connect with their values and products. Influencers have help companies and brands to reach this communities easier and build a strong presence online. By looking at the trans-parasocial relationship between influencers and their followers, influencers are able to manipulate the purchasing behaviors and engagement with brands, these actions help brands and companies evaluate and understand their customers and pinpoint possible improvements to create customer retention and enhance their communication with their customers through their social media platforms. The current findings, present the importance for brands to provide a collaborative environment when working with influencers, since this type of advertising is not the same as traditional media and they need to preserve the authenticity in the delivery of the message that will resonate with the audience. This study further identifies how brands are very rarely affected by the faulty behavior from the influencer, they still have control over this relationship and stating their position in possible controversial situations where the influencer is involved, it will demonstrate to the public their values and perspective of the situation, maintaining a clean image online. |
Programme : |
Global BBA |
Permalink : |
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