|
Résumé :
|
With the extensive use of social media today, we have observed that several Algerian brands collaborate with influencers to carry out various communication campaigns. However, certain influencer operations in Algeria have raised doubts among marketing professionals regarding their effectiveness and mastery of the strategy. In light of this, we have undertaken this research to explore the impact of influencer marketing on brand image, focusing on all the essential steps required for its successful implementation. This study was conducted within Venus Company and involved a literature review to gain a comprehensive theoretical understanding of the topic, followed by practical research using two tools: a quantitative study (questionnaire) and a qualitative study (interviews). Based on our findings, we concluded that implementing an influencer marketing strategy following key steps, including careful selection of influencers can affect positively the brand assets like perceived quality, awareness, association leading to improving the brand image
|
