A Contrastive Study of Influencer Marketing and Traditional Marketing in New Product Promotion Effectiveness: The Case of Chanel Lipstick

Abstract

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.