#InfluenceMatters? Investigating the potential impact of influencer marketing on brand equity

This thesis investigates the impact of influencer marketing on brand equity dimensions. The dissertation is organized into three chapters, focusing on the subjects of analysis: theoretical foundations and evolutions of brand equity, detailed investigation of influencer marketing phenomenon and future directions and, lastly, analysis of the results of a questionnaire in this field. For the purposes of the research, a quantitative analysis has been carried out via the drafting of a questionnaire which has been submitted online to a diversified sample, as regards age, gender and social media use. The questionnaire and its constructs have been devised with respect to some measurement scales which have been formerly adopted in scientific articles. Previous analysis and literature seem to indicate a significant relationship between the two themes, although it should be further validated though the analysis of the results collected in this study.