Marketing of the 21st century: influencer marketing

1. DenominaName of the line of doctoral research

Marketing of the 21st century: influencer marketing

2. UNESCO codes related to the research line
5101: Cultural Anthropology02: Dress
5311:Organization of Companies02: Marketing
5902: Political Sciences01: Public Opinion
6114: Social psychology17: Perceptions and social movements
6299: Artistic specialties01: Aesthetics and Communication
6303: General Sociology01: Comparative Sociology

3. Recommended admission requirements for candidates

Candidates are interested in research on marketing, communication and other auxiliary disciplines. Applicants hold a degree in the branches of Social and Legal Sciences, Health, or Arts and Humanities and are familiar with the methodology of market research. Candidates must have a B2 linguistic competence in Catalan, Spanish or English and availability in accordance with the requirements of the doctoral regime of the European Higher Education Area. Lastly, prospects preferably have a link with an entity that motivates and justifies their application.

4. Chair

Max Weber Chair of Economic and Social Sciences

5. Leading Centre

Centre for Marketing and Communication Studies

6. Main Coordinator

Dr. Josep L. del Olmo

7. Object of Study

This line of doctoral research studies the evolution of an emerging form of 21st century marketing: influence marketing, which is comparatively analysed through various economic and social spheres. The aim is to identify individual and dependent elements of this new marketing form, in accordance to the different environments. Initially, the leading centre confines the scope of the study case to the Principality of Andorra, Spain and Latin American countries.

8. Hypothesis

The line of research aims to study and demonstrate that use of influence marketing presents different levels of effectiveness and efficiency based on the sector in which it is applied, a fact that would allow explaining the different forms that it manifests in its current development.

9. Length

3 years

10. Analytical model

In this line, doctoral research must necessarily assume the following analytical structure in their Doctoral Research Plan:

  • Introduction
  1. Justification of the research.
  2. Presentation of the doctoral research case.    
  3. Formulation of the general hypothesis and the specific ones.
  • First part
  1. Conceptualization of influencer marketing as an instrument of social communication.
  2. Theoretical approaches and perspectives applied in the study of influencer marketing.
  3. Methodology and techniques for the scientific analysis of influencer marketing.
  4. General and specialized documentary and bibliographic sources for the study of influence marketing.
  • Second part
  1. Descriptive analysis of the economic or social sector of the study case.
  2. Descriptive analysis of the general and specific characteristics of influence marketing used in the sector that is the object of the doctoral research study case.
  3. Empirical analysis of the real use of influence marketing in the sector object of the doctoral research.
  4. Empirical analysis of the results of the use of influence marketing in the sector object of the doctoral research.
  • Third part
  1. Conclusive analysis of the actual use of influence marketing in the study case sector.
  2. Comparative analysis of the impact of influence marketing in the study case sector in relation to other alternative marketing instruments.
  • Fourth part
  1. General and specialized bibliographic sources used in the research.
  2. Specific documentary sources used in the investigation.
11. Options of doctoral research

Initially, candidates admitted to this line of doctoral research may choose one of the following options as a case study:

  1. Fashion sector
  2. Food sector
  3. Sport sector
  4. Health sector
  5. Music sector

Study cases are going to be assigned to doctoral students by strict order of admission date and taking into account the interest or the accredited link with one or another sector.

12. Specialized training

In accordance with the Doctoral Program guidelines, the doctoral research line organizes the corresponding training activity, which the doctoral students must carry out online during the first year of the program.

This specialized training allows doctoral students to gain prior knowledge of all the necessary theoretical and methodological elements to carry out their research. It is structured in seven units:

  1. Construction of the object of study.
  2. Theoretical approaches to the object of study.
  3. Research methodology and techniques.
  4. Sources of information and documentation for the investigation.
  5. Research hypothesis.
  6. Context and scope of the investigation.
  7. Structure of the investigation.
13. Scientific calls and activities

The Coordination of the line of doctoral research annually convenes a Scientific Conference to present and debate on the theoretical and methodological issues that affect the object of study of the line. These conferences are open to all doctoral students and researchers working in the same scientific field, who are invited to share their findings and engage in debates.

Likewise, at the end of the second year of the program, doctoral students can attend public events carried out by other doctoral students, which are also convened by the Coordination of the Doctoral Program

Doctoral students can participate in public events organized by the J. H. Newman Doctoral School, such as presentations of publications or projects, conferences and debates, etc.

In addition, the Coordination of the research line informs the doctoral students of the calls that other scientific and academic entities carry out about the object of study or related fields, so that they are aware of them and can present, if appropriate, works carried out during their doctoral research.

14. Scientific Publications

The Coordination of the research line is going to provide doctoral students with a list of specialized publications and papers, to which they have to direct their proposals in order to publish their doctoral research.

15. Languages

Català / English / Español

16. Additional information

Contact details:

PhD regulations: