Impacts of influencer marketing on the marketing performance and sales figures of PUMA Europe

  • Vanessa Claudia Böck (Student)

Student thesis: Master's Thesis

Abstract

The aim of this research study is to investigate the impact of using influencers within the Marketing campaigns of PUMA Europe as a communication tool in order to address the target consumer and to push toward the buying decision. As the Marketing team of PUMA Europe is mainly focusing on the account marketing for key account Foot Locker EU, this study is analyzing seven different product launches supported by influencer, PUMA global ambassadors and athletes. This research project intends to give the PUMA marketing, key account and sales teams a detailed analysis of the marketing campaign performance as well as a guideline of possible improvements for future projects.
Date of Award8 Oct 2020
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)

Keywords

  • PUMA Europe
  • Foot locker
  • Influencer marketing
  • Sales impact
  • Purchase decision
  • Sports fashion industry
  • Microinfluencer
  • Macroinfluencer
  • Brand ambassador
  • Athletes

Designation

  • Mestrado em Gestão e Administração de Empresas

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