What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022

Titre : What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? Type de document : Mémoire Auteurs : Zaina KACHAD, Auteur Année de publication : 2022 Importance : 30 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 PUBLICITE ; WEBMARKETING ; COMPORTEMENT DU CONSOMMATEUR ; INTERNET Résumé : In today's world where social media is an integral part of our daily lives, influencer marketing, as a new marketing method, has become increasingly influential on consumers' daily behaviours. The purpose of this thesis is to show whether different attributes of a product placement on social media, made by influencers, can directly impact the consumer’s brand perception and therefore his or her intention to purchase the product or service in question. At the beginning of this paper, a comprehensive literature review was conducted, which was used to filter out the different definitions that were considered as relevant and interesting in connection with the topic dealt with in this piece of work. With the help of a conceptual model, which also was set up within this thesis, three hypotheses were formulate that were tested by a quantitative study carried out using an online questionnaire. The last section of this paper was dedicated to the discussion of the results and the implications of the research. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572754