Influencer Marketing: Developing Recommendations for Opinion Leaders Choice for FMCG-market (on the Example of Women Depilation Brand Veet)

Student: Pozdeeva Marina

Educational Programme: Marketing (Master)

Year of Graduation: 2021

This work is devoted to the study of opinion leaders as a tool for influencer marketing when placing advertising publications. The theoretical aspects of influencer marketing are considered, much attention is paid to the study of the classification of opinion leaders and the role in the promotion of consumer goods, the analysis of opinion leaders in Russia is carried out, and the main trends of their development are highlighted. The features of the Veet women's hair removal brand and the system of its interaction with opinion leaders have been studied. An empirical study was carried out: the factors that most affect the choice of opinion leaders by the Veet brand were identified. The study resulted in a number of recommendations for brand opinion leaders advertising placements for the next period.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses