A carregar...
Publicação
Digital influencers and brands: What the customers are seeking when follow an influencer
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.1 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
New behaviours are showing up, changing the way customers consume brands and communicate with them. New technologies, new players, new devices, new lifestyles are now a reality. With all these changes, new businesses relationships were born.
This project aims to study and understand the patterns who have been guided the partnerships between brands and digital influencers. The first step will lead to the main goal, which is to understand what the customers are seeking when follow an influencer.
Exploratory methods, such as case studies, will be used to identify and extract insights from these relationships. Conclusive methods, such as quantitative research, will be used to validate these aspects that have been sought during the last years.
The outcomes of this study could be used by professionals who would like to make use of these strategies in their own businesses. The study will also allow generalizations within the B2C market.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Digital Influencers Social Media Branding Marketing Consumer Behaviour Influencer Marketing