How digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? / Ahoué Françoise DJIE / 2022

Titre : How digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? Type de document : Mémoire Auteurs : Ahoué Françoise DJIE, Auteur Année de publication : 2022 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management ACHAT ; MEDIA SOCIAL ; WEBMARKETING Entreprise INSTAGRAM ; YOUTUBE Résumé : This paper aims to explain the main disruptions that occurred in the beauty and fashion industries this last decade with the rise of digital influencer marketing. We will see steps by steps how in one hand the digital revolution has unfolded in a way where social networks have become the stage for effective marketing strategies and on the other hand how companies that are operating in the fashion and beauty industries manage to conduct effective strategies to sell to generation Z. Finally, we will analyze the key factors that lead to purchase among generation Z by conducting a qualitative field survey and see if the results are in agreement or not with the assumptions Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568512