Browsing by Author "BOUSSAHOUL, Nada"

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    The impact of the influencer marketing on the launch of a new brand in the Algiers market: case study: DEFACTO brand / PUB DEC agency
    (Ecole des Hautes Etudes commerciales, 2024-06) BOUSSAHOUL, Nada; ALLIOUCHE, Bahia (Directrice de thèse )
    The emergence of web 2.0 and social networks has profoundly transformed brands' communication strategies, as it is becoming increasingly difficult to ensure good communication with their target audience via traditional means. Indeed, influencer marketing has become, nowadays, a common practice thanks to the relevant dialogue that is established between influencers and consumers. In light of this, we have undertaken this research to explore the impact of influencer marketing on the launch of new brand in the Algiers market. We conducted a double field survey, including interviews with the social media manager of PUBDEC and the marketing manager of DEFACTO in Algeria, as well as an analysis of the KPI of notoriety on the social networks Instagram, Facebook and TikTok. The results of these studies confirmed that influencer marketing has a positive impact on the launch of the DEFACTO brand and on the increase of its notoriety, provided that certain criteria are met. These criteria include the appropriate choice of influencers, the integration of other communication strategies alongside influencer marketing, the development of an influencer campaign with SMART objectives, and the implementation of an effective social media strategy