How influencer marketing is a strategic ally for European companies in international expansion

Informace o vysokoškolské kvalifikační práci

Název práce:	How influencer marketing is a strategic ally for European companies in international expansion
Typ práce:	Master thesis
Jazyk práce:	English
Abstrakt:	In this study, we will first present the key concept of influencer marketing and give a broad definition of the term. We will also analyse the evolution of influencer marketing over the last years. Moreover, in this thesis, the influencer marketing strategies of two European companies will be analysed. We will see how influencer marketing campaigns helped these companies in their international expansion in Europe but also overseas. Through the analysis of four different influencer marketing campaigns managed in 2018 and 2019 by Upfluence, an international influencer marketing agency, we will draw conclusions regarding the performances of these international influencer marketing strategies in different countries. We will also highlight the benefits of influencer marketing strategies in international markets. Furthermore, we will give some key recommendations for Europe companies when developing and implementing influencer marketing strategies.
Klíčová slova:	international; european companies; influencer marketing

Studijní program a Studijní obor:	Mezinárodní ekonomické vztahy/International Business - Central European Business Realities
Typ studijního programu:	Magisterský navazující studijní program
Jméno přidělované hodnosti:	Ing.
Instituce přidělující hodnost:	University of Economics, Prague
Název fakulty:	Faculty of International Relations
Název katedry:	Department of International Trade
Instituce archivující a zpřístupňující VŠKP:	University of Economics, Prague

Identifikátor	https://insis.vse.cz/zp/70980/podrobnosti