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Teklehaimanot_Bilen_BT_IBM1.pdf
Bachelor thesis

The evolution of influence marketing in Switzerland and its impact on companies

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

111 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English Influence marketing is a digital marketing tool that many companies around the world use as a way to promote their brands. However, in Switzerland, the use of digital channels is relatively low compared to other countries. Digital advertising revenue of the United Kingdom is about 19,000 million dollars, while 1,300 million dollars in Switzerland. It places Switzerland in the eighth position with a low revenue in digital advertising (Statista, 2018). This can be explained by the fact that Switzerland is still using traditional marketing more than digital marketing (Media focus, 2016). The aim of this research is to understand why Swiss companies are not using digital channels as a promotional tool, precisely influence marketing, the way other countries use them. Moreover, the report will encourage or discourage Swiss companies to contract with influencers to promote their brands. For this purpose, the first part of this research will be focused on social media and digital marketing. It will be followed by the introduction of influence marketing and influencers. This part will end with the comparison of Swiss and other influencers in the world. The second part will be the overview of the results obtained through the survey and interviews. Third part will contain the analysis of the whole data collected during the research. And finally the last part will be the conclusion and the answer of the main question. Hiring influencers requires a lot of time and reflection, because it is important that the chosen influencer has exemplary behaviour, knowing that they reflect the image of the brand. As a matter of fact, it has happened several times that influencers have behaved badly in front of the audience, by neglecting the product and/or service they were supposed to present or by not knowing the usefulness of the product and/or service. Swiss companies probably have a certain fear concerning this method because they are afraid of the image they could give off by hiring an influencer (Gabrielle Canon, 2019). Despite the disadvantages that influence marketing may have, the advantages take over. In fact, Influence marketing today costs less than traditional marketing, such as newspaper or billboard promotion (Simplilearn, 2021). Furthermore, it has been proven by marketers that influence marketing is 94% effective (Céline Albarracin, 2019). In addition, influencers in Switzerland are mostly nano- or micro-influencers, therefore, influencers with little notoriety (Victoria Marchand, 2019). This could be seen as an opportunity, considering that micro-influencers, and nano-influencers are more effective in terms of engagement (Natalia Angulo, 2016), which is a plus for Swiss companies. Those arguments are the reason of the positive answer of the research question. Thus, companies should increase or start partnering with influencers to promote their brands.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://folia.unifr.ch/global/documents/319672
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