The impact of the influencer marketing on the launch of a new brand in the Algiers market: case study: DEFACTO brand / PUB DEC agency
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Date
2024-06
Journal Title
Journal ISSN
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Publisher
Ecole des Hautes Etudes commerciales
Abstract
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
Description
Keywords
Influencer marketing, Social networks, Influencers, The launch of new brand, Notoriety