| Titre : |
To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? |
| Type de document : |
Mémoire |
| Auteurs : |
Eva DUPONT, Auteur |
| Année de publication : |
2022 |
| Importance : |
35 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
PUBLICITE ; WEBMARKETING ; SITE INTERNET ; INTERNET
|
| Résumé : |
Previous research examined influencers and influencer marketing, but as a fast-growing industry where new platforms have emerged, it is a real need to keep on updating and analyzing this ecosystem. Thanks to a qualitative study, this paper examines first the empirical success factors of influencer marketing in a context of a fast-growing number of influencers. On the one hand, this paper also focuses on the consequences of a rise in the number of influencers. It shows the term “influencer” nowadays is negative. That’s why, followers tend to sort their favorite influencers and make a short list of those who deserve their support in terms of engagement or purchase intentions. Short format platforms also play a role in how followers manage their time for engagement and support. And on the other hand, it examines the consequences of a rise in the number of partnerships where influencers who are doing a lot of partnerships are seen as less authentic and less sincere and where the image of partnerships is deteriorated by the rise in fraudulent partnerships. As a result, this paper shows influencer marketing is under threat. Finally, recommendations are given to companies in terms of influencer marketing strategies and brand image. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572746 |
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To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / 2022 
