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In the current context hugely shaped by social media and internet accessibility, an increasing attention is dedicated to alternative marketing initiatives. Because of the incredible number of advertisements that target consumers on a daily basis, brands struggle to find efficient marketing strategies that can actually capture the consumers’ attention. Influencer marketing seems to be an effective strategy to overcome this problem. As consequence of following influencers, especially on Instagram, users are exposed to hundreds of sponsored content each day.
The objective of this dissertation is to analyze whether or not followers perceive differences between sponsored and non-sponsored posts, and eventually, how these differences affect the users’ behaviors.

In order to provide an answer to this question, as first step the author analyzed the existing studies and researches about Influencer marketing, influencers and which main elements are taken into account by followers. Additionally, the thesis explains the role of brands in Influencer marketing and a deep and exhaustive study of purchase intention, message credibility and source authenticity.
Then, the author conducted a qualitative analysis by interviewing Instagram users through in-depth interviews, with the aim to better understand how do users really perceive influencers, sponsoring brands and sponsored content.

The present paper provides several insights for both brands and influencers. From an influencer’s prospective, genuineness, honesty and transparency are what make them authentic as sources, their messages credible and therefore followers likely to be influenced in the purchase intention. Different perceptions between sponsored and non-sponsored content are registered for authenticity and message credibility and only partially expressed in terms of purchase intention. On the other hand, the results presented provide brands with clear instruction on how to select the right influencer and on how to leverage their position in the market and in the consumers’ minds.

Influencer marketing --- influencers --- social media --- Sciences économiques & de gestion > Marketing

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In the current technological landscape, which has evolved exponentially throughout recent years, social media platforms have grown to not only be spaces within which we communicate with one another and spend our free time on, but have also become tools to acquire knowledge. New technologies, such as mobile devices and smartphones, have created wider accessibility opportunities for these platforms. This accessibility and connectivity only make it easier for teens to find content with which they can attain knowledge, inspiration and creativity along with adopting changes in their own morality, faith and understanding of the world around them. This knowledge is produced by several entities, but the one entity that has proven to be most popular with teenagers, has been influencers. Therefore, this dissertation investigates whether social media influencers have the potential to become an invaluable tool in a foreign language classroom through an analysis of two surveys which examine the practices and opinions of foreign language teachers and students of the Wallonia-Brussels Federation, respectively.

Social media influencers --- Didactics --- Language learning --- Teaching method --- Influencers --- non-native learners --- Arts & sciences humaines > Langues & linguistique

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The beauty industry is more and more prolific and complex every day, with new brands arising exceptionally fast. For the longest time, this industry was controlled by a handful of traditional groups, yet today, the rise of digital technologies and the massive shift in customers’ taste fostered the lowering of barriers to market entry. Combined with the attractiveness of social media platforms in terms of audience and the expanding power of influencers – who detain the vast majority of views compared to brands – as well as consumers’ growing immunity towards traditional advertising, the beauty industry happens to be a very prolific field for influencer marketing, especially given the enormous reliance of generation Z and Millennials on recommendations from peers and opinion leaders on social media platforms.
This paper aims to identify the elements that shape the decision to opt for a certain form of influencer marketing strategy in this specific industry. From the type of goal to the measurement of the results, passing by the selection process and the authenticity of the message, the author wishes to cover the majority of influencer marketing’s strategic elements, and furthermore, bring light on the elements that may vary depending on the type of business.
In light of the above, the author first laid the background of influencer marketing in the grand scheme of communication by analysing the literature at different levels as a theoretical review. Moreover, a contextual review took place in order to study the critical elements revolving around the beauty industry.
Subsequently, two different quantitative types of research were conducted – on sponsors and influencers from all tiers – in order to refine the literature and analyse strategic elements highlighted by sponsors. The latter is usually not presented in the literature due to its undisclosed character in such a competitive market. Influencers bring a view on contextual elements, solely observable in the field.
Finally, this study offers a full-length view of influencer marketing to brands, retailers, and agencies willing to perform influencer marketing in the beauty industry. This paper may take the shape of a guide on good practices depending on the type of business, with a perspective on the influencers’ point of view, which provides a basis to avoid potential bottlenecks.

Influencer Marketing --- Beauty Industry --- Sponsors --- Social Media Marketing --- Influencers --- Sciences économiques & de gestion > Marketing

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The rise of Social Media and their ubiquity in consumers everyday life allowed companies to reach consumers through these new communication channels. As these platforms enable consumers to be, both, content consumers and content creators, we have observed a proliferation of influencers, and most recently of virtual influencers. Influencers are considered as content creators who share their experiences and opinions in order to influence consumers’ behavior. Hence, virtual influencers are computer-generated characters created for the same purpose. The present study aims to understand how virtual influencing impacts consumers’ brand perception and attitude and, consequently, their purchase intention. The focus lays on Instagram considering that it is the social media platform that stands out when it comes to Influencer Marketing. This research work puts forward a model to investigate the impact of the perceived authenticity and credibility of a virtual influencer as well as the identification process on consumers’ brand perception and attitude. This model is tested by conducting a qualitative as well as a quantitative study. The first takes the form of a netnographic case study of one specific virtual influencer. Whereas the second consists of a survey of Instagram users following influencers on this platform. The results of these studies were analyzed and used to draw conclusions about the phenomenon.

Virtual Influencers, Instagram, Social Media, Brand Perception, Consumer Attitude --- Sciences économiques & de gestion > Marketing

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Marketers and brands are continually looking for new ways to reach, more efficiently, consumers. People from Generation Z have been exposed to the Internet and social media at a very young age and spend increasing amounts of time on these social platforms. Therefore, social media have become one of the most powerful communication tools, exerting a significant impact on marketing practices and even more when this digital generation comes under consideration.
This thesis provides insights regarding the potential for brands to leverage virtual influencers on Instagram in their marketing strategies to reach Belgian Generation Z active on this social platform and, consequently, generate possible enhancement of their brand awareness and purchase intention. With this aim in mind, we tried to understand the impact of virtual influencers on the individuals' comfort feelings and their perceived credibility among Belgian Generation Z. Therefore, a quantitative study has been undertaken through an online survey shared on social media.
We observed, through our research, that virtual influencers negatively impact Belgian Generation Z comfort feelings. Moreover, they suffer from a lack of perceived credibility and a lack of authenticity, transparency, and affinity. This reveals, consequently, a possible weakness in the ability of virtual influencers to impact Belgian Generation Z behavior in terms of brand awareness or purchase intentions.

virtual influencers --- comfort feeling --- Generation Z --- credibility --- Sciences économiques & de gestion > Marketing