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Juliane Kerstholt

Master's thesis

Influencer Marketing Today and its Relevance for the Future

Influencer Marketing Today and its Relevance for the Future
Abstract:
Influencer marketing has hit the mainstream. Many brands globally are aware of the power of this marketing and communications tool, but only a few know how to instrumentalized it strategically. In the frame of this Master Thesis the author has conducted an explorative research making use of expert interviews to test the relevance of influencer marketing for the German luxury cosmetics and fragrance …more
Abstract:
Influencer marketing has hit the mainstream. Many brands globally are aware of the power of this marketing and communications tool, but only a few know how to instrumentalized it strategically. In the frame of this Master Thesis the author has conducted an explorative research making use of expert interviews to test the relevance of influencer marketing for the German luxury cosmetics and fragrance …more
 

Keywords

Germany Influencer Marketing Collaborations Word of Mouth Marketing Luxury Goods Industry

Keywords

Luxury Goods Industry Germany Word of Mouth Marketing Influencer Marketing Collaborations
 
Language used: English
Date on which the thesis was submitted / produced: 20. 11. 2017
Identifier: http://www.vse.cz/vskp/eid/73976

Thesis defence

  • Date of defence: 14. 6. 2018
  • Supervisor: Petr Král

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http://www.vse.cz/vskp/eid/73976