HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

The impact of Instagram social media influencers on cosmetic brands in France

Karrit, Samar ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 3-Sep-2019/10-Sep-2019 • Permalink :
Title : The impact of Instagram social media influencers on cosmetic brands in France
Translated title : [en] L'impact des des influenceurs Instagram sur les marques de beauté en France
Author : Karrit, Samar ULiège
Date of defense  : 3-Sep-2019/10-Sep-2019
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : Hosay, Nathalie ULiège
Ismail, Sophie 
Language : English
Number of pages : 124
Keywords : [en] Influencer marketing, Instagram social media influencer,
[en] Millennials, opinion leaders, French Beauty market
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] It is not surprising for brands to make significant changes to their communication strategy. This decision reflects the current trend for brands to shift from traditional media to new media, such as online platforms. Today, due to the lack of scientific research availability, brands have difficulty in understanding the opportunities offered by the digital influencer marketing and in most cases, they do not know how to proceed, that is why brands often tend to neglect the use of online influencer marketing. Since the emergence of the social media and new information, communication technologies like smartphones and tablets have become an essential part of our daily lives. Most of us have a rapid access to the internet from our pockets and have the ability to take pictures, videos, and go live instantly using our mobile phones. It is in this context that social media platforms like Instagram, the popular digital social network, has taken advantage of this new aspect of our daily lives. This platform has become a strategic tool used by influencers and businesses to achieve their mutual goals. Brands decide to work with influential individuals because they have a strong power of persuasion towards their community. Through their social media accounts on Instagram and Facebook or YouTube channels, influencers influence their community members by presenting a new products, do some product reviews, or promoting an event. They modify, control and change their community members’ behavior and purchasing decisions, because of their prescriptive power. The brands have becoming aware of this new trend and have decided to collaborate with digital influencers by establishing partnerships. This means that brands and digital influencers collaborate to post content on online platforms to achieve the brand’s goals in exchange for certain benefits like monetary benefits. However, these partnerships could make influencers lose their credibility but also, it could negatively affect the brand’s reputation if they are not well initiated. The first objective of this research thesis is to understand the impact that Instagram influencers have on brands in the French beauty industry. Second objective, is to understand how brands build long-term collaborations with influencers while knowing the challenges and risks they might face. To answer those questions, this research is divided into two parts: a theoretical part and an empirical part, including a qualitative study.



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  • Karrit, Samar ULiège Université de Liège > Master sc. gest., à fin.


Committee's member(s)

  • Hosay, Nathalie ULiège Université de Liège - ULiège > HEC Liège : Relations extér. et communication
    ORBi View his publications on ORBi
  • Ismail , Sophie
  • Total number of views 443
  • Total number of downloads 4

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