Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference


"WITH A LITTLE HELP FROM MY FRIENDS": THE ROLE OF MARKETING ASSETS FOR PROJECTS LAUNCHED BY INFLUENCERS
(A2021-93470)

Published: May 25, 2021

AUTHORS

Philippine Loupiac, TBS Business School; Alice Crépin, EDC Business School, OCRE; Laurent Busca, University of Montpellier

ABSTRACT

this research focuses on the key success factors when a human brand launches a new project in a digital context. More specifically, we study projects launched by influencers (brand, book, movie, podcast, …) and we investigate which resources and capabilities lead to their success. Using resource-based theory, 9 semi-directive interviews with influencers lead us to highlight the key role of marketing assets in such launches (relational and reputational resources). We also identify three key capabilities influencers must possess: the ability to transfer their community to their new project, the ability to educate their community and the ability to deal with the dependence between the new project and themselves. Our findings contribute to resource-based literature by shedding light on the role of marketing assets in the specific context of human brands on social media.