Every year The Marketors’ Trust, works in close collaboration with the Awards committee, to fund several Post Graduate Academic Awards to students from leading Business Schools for dissertations on marketing related topics.
Two of these students were invited guests at the Bowden dinner and received their awards from the Master and Chairman of The Marketors’ Trust at the Ceremonial Court held immediately prior.
Lena Retzler received her award in recognition of her dissertation on “The Impact of Digital Influencers on the Choice of Consumers’ next Travel Destination. An Examination on the Use and Credibility of Influencer Marketing as part of Destination Branding of DMOs on Instagram.”, undertaken for her Master of Arts in Marketing Management at University of Westminster.
This research aimed to examine significant relationships between the credibility of digital influencers and travellers’ perception, attitudes and preferences towards a travel destination which in turn could lead to a purchase intention. A regression analysis has shown that the six developed hypotheses indicate a significant difference between all respective relationships of the developed framework. However, trustworthiness has been identified to be the most important driver of digital influencers’ credibility. All in all, it is essential to engage the right influencer to endorse a particular destination.Ruta Kraujutyte’s award was for her dissertation on “Grab a Vitamin”, undertaken for her MSc in Digital Marketing & Analytics at Regent’s University London.
The report identifies new trends in the supplement market and the importance of using digital marketing strategies and analytical tools. Social listening using the Brandwatch tool revealed timing patterns and helped to create buyer’s personas. There is potential for selling additional supplements in the UK market. Consumers in the UK however, lack product knowledge and are held back by a trust barrier. These constraints can be overcome through educational, informative and engaging content.