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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/704
Title: Influencer marketing as an effective marketing tool - the case study of Biti’s
Authors: Nguyen Tuong Khoa Nguyen 
Keywords: Influencer marketing;Marketing tool;Biti's;Social media
Issue Date: 2018
Publisher: Vietnamese-German University
Abstract: 
This paper involves discovering the effectiveness of influencer marketing through the case study of Biti's. The goal is to show the importance of using influencer marketing nowadays and how it is effectively used in a real influencer marketing campaign. The research draws upon mostly secondary data sources including newspapers, published reports and documents available on the Internet. Through analyzing and discussing the campaign mentioned in the case study, the research highlights the process of choosing, manage, monitor and measure an influencer campaign, as well as the successfulness and revival of brand Biti's. The results will present an aspect of applying influencer marketing and show which elements contributing to the successfulness of this case study, from that understand better about this marketing tool.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/704
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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