Full metadata
Title
Influencer Marketing and The Alcohol Industry
Description
Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
Date Created
2022-05
Contributors
- Sanyal, Anjali (Author)
- Giles, Bret (Thesis director)
- Montoya, Detra (Committee member)
- Barrett, The Honors College (Contributor)
- Department of Marketing (Contributor)
- Walter Cronkite School of Journalism and Mass Comm (Contributor)
Resource Type
Copyright Statement
In Copyright
Primary Member of
Peer-reviewed
No
Open Access
No
Series
Academic Year 2021-2022
Handle
https://hdl.handle.net/2286/R.2.N.165719
System Created
- 2022-04-28 05:20:07
System Modified
- 2023-01-10 11:47:14
- 1 year 10 months ago
Additional Formats