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dc.contributor.author
Diza, Maria Elli
el
dc.date.accessioned
2018-05-29T10:10:47Z
dc.date.available
2018-05-30T00:00:13Z
dc.date.issued
2018-05-29
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29197
dc.rights
Default License
dc.title
The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands
en
heal.type
masterThesis
en_US
heal.keywordURI.LCSH
Marketing
heal.keywordURI.LCSH
Branding (Marketing)
heal.keywordURI.LCSH
Influence (Psychology)
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2017-12-18
heal.abstract
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
en
heal.advisorName
Berberidis, Christos
el
heal.committeeMemberName
Berberidis, Christos
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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