The Frontiers of Society, Science and Technology, 2021, 3(1); doi: 10.25236/FSST.2021.030111.
Junting Wu1, Tianshu Ma2, Zechuan Lan3, Zeyu Wu4, Jinrui Zang5
1Reading Academy, Nanjing University of Information Science & Technology, Nanjing 211800, China
2School of English for International Business, Guangdong University of Foreign Studies, Guangzhou 510420, China
3College of Management and Economics, Tianjin University, Tianjin 300072, China
4College of Business, Stony Brook University, Zeyu Wu, Stony Brook 11790, US
5Taiyuan Xingling Experimental School, Taiyuan 030000, China
The influencer marketing has realistic significance to promote new products during the rise of online celebrity economy. Marketers and consumers are paying more attention on this emerging marketing approach from traditional mass one. In order to precisely compare the effectiveness of influencer marketing and traditional marketing, this work firstly clarifies the three criterions based on relevant literatures, including brand attitude, advertisement attitude and purchase intention. Then the quantitative method is adopted to calculate the contrastive effectiveness when a Chanel new product is launched in 2019 called ROUGE COCO FLASH. The final research results indicate that influencer marketing creates more value than traditional marketing when launches a new product.
Influencer marketing, Effectiveness, Brand attitude, Advertisement attitude, Purchase intention
Junting Wu, Tianshu Ma, Zechuan Lan, Zeyu Wu, Jinrui Zang. A Contrastive Study of Influencer Marketing and Traditional Marketing in New Product Promotion Effectiveness: The Case of Chanel Lipstick. The Frontiers of Society, Science and Technology (2021) Vol. 3, Issue 1: 74-78. https://doi.org/10.25236/FSST.2021.030111.
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