This dissertation was written as part of the MSc in “Strategic Product Design” at the International Hellenic University.
This paper introduces the reader to the correlation of branding, brand ambassadors and marketing influencers. In addition, the impact of the above terms is being analyzed in terms of impact that is concluded upon the consumers. In addition, the paper includes a questionnaire that further tests with mathematical variables the correlations that exist between the definitions mentioned above. Influencers and ambassadors are third parties who significantly shape the customer’s purchasing decision, but may ever be accountable for it. The main conclusion of the analysis is the fact that brand ambassadors, influencers and this kind of marketing in general, can have and have already contributed to a specific increase in the consuming behavior of specific consumers. Although not all consumers are affected the same through these strategies.
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