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Répétitions de placements de marques par des influenceurs sur Instagram : quels effets sur la relation entre le consommateur, l’influenceur et la marque ?

Author

Listed:
  • Tesio Pauline

    (GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

Abstract

Ce projet vise à comprendre les effets de la répétition des placements de produits des influenceurs, une pratique fortement utilisée et suscitant un fort intérêt, mais qui demeure peu étudiée dans la littérature. Répondre à cette problématique d'actualité peut contribuer à la recherche sur le marketing d'influence et apporter des clés aux praticiens du marketing et de la communication. • Pour en savoir plus sur ce projet soutenu par l'Académie 5 "Homme, idées et milieux" de l'IdEx d'Université Côte d'Azur : https://tinyurl.com/ydve4e38

Suggested Citation

  • Tesio Pauline, 2023. "Répétitions de placements de marques par des influenceurs sur Instagram : quels effets sur la relation entre le consommateur, l’influenceur et la marque ?," Post-Print hal-04510151, HAL.
    • Handle: RePEc:hal:journl:hal-04510151
    as

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