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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Blogueurs/influenceurs : comment intégrer ces nouveaux acteurs dans la stratégie marketing d'une marque et quels sont les risques et les opportunités qu'ils représentent ?

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Langlet, Marine ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 20-Jan-2020/24-Jan-2020 • Permalink : http://hdl.handle.net/2268.2/8693
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Title : Blogueurs/influenceurs : comment intégrer ces nouveaux acteurs dans la stratégie marketing d'une marque et quels sont les risques et les opportunités qu'ils représentent ?
Author : Langlet, Marine ULiège
Date of defense  : 20-Jan-2020/24-Jan-2020
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Ghilissen, Michael ULiège
Hosay, Nathalie ULiège
Language : French
Number of pages : 77
Keywords : [fr] blogueur
[fr] influenceur
[fr] marketing
[fr] influence
[fr] digital
[fr] communication
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
General public
Other
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] With the development of digital technologies, marketing and communication have completely changed. Social networks are now part of our daily life. They let users communicate and share easily together and are a real asset for brands.

This digital growth and the development of social networks have created a new type of marketing: influence marketing. We have seen recently that this rise pushed brands to integrate new actors in their marketing and communication strategy: influencers.

In this work, we will see how brands can integrate these influencers in their marketing strategy and the opportunity and the risks that they represent. For that, we will devote our first part to the literature review in order to specify different concepts and subjects such as the evolution of marketing and communication and the opinion leaders. Than, we will have a second part in which we will analyze how influencers communicate and influence their community. In the last part, we will carry out different analyzes that will help us to understand the relation between a brand and an influencer in order to answer our basic question.


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Access PDF Mémoire Langlet Marine - version Matheo.pdf
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  • Langlet, Marine ULiège Université de Liège > Master sc. gest.

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  • Total number of downloads 79










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