Diza, Maria Elli

2018-05-30T00:00:13Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29197

The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands

Marketing

Influence (Psychology)

free

School of Science and Technology, MSc in e-Business and Digital Marketing

This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. The aim of this study is to analyze the phenomenon of influencer marketing, its rise and its effects on consumer behaviour and brand perception. This research was implemented in collaboration with a Greek footwear retail shop, with both online and offline presence, named Arte Piedi. A thorough research was conducted in the state-of-the-art literature along with a qualitative research in order to identify Greek consumers perception about influencer marketing, how it affects their behaviour and how it helps or damages a brand. The findings concern both influencers and brands which utilizing influencer marketing technique. The analysis of the collected data revealed the most appealing characteristics of influencers and the main challenges that influencers and brands need to aware in order to avoid unsuccessful campaigns and failure

Berberidis, Christos

ihu