Hongmin Xu has 10+ years working experience in digital marketing & commerce by focusing on beauty and fashion industry, with a mixed background in brand strategy planning, e-commerce operation, content marketing, social media marketing and project management. Currently working for the Korea leading cosmetic group Amore Pacific as a team leader of the strategy center. Prior joined in, worked for Accenture Consulting company and Lane Crawford Group.
She will be defending her Executive Doctorate in Business Administration (EDBA) in March 2024, on the theme “Analysis on the Micro-Influencers cost-savings characteristics in the Chinese market” under the supervision of Professor Kiane. Goudarzi, Professor at the University of Lyon.
Thesis Direction
Pr Kiane Goudarzi
Thesis Title
Analysis on the micro-influencers cost-savings characteristics in the Chinese market
Abstract
This thesis undertook a comprehensive exploration into the landscape of influencer marketing, with a specific focus on understanding the potential of collaborating with micro-influencers to reduce the cost per engagement (CPE) of campaigns. Additionally, the research drilled down into the additional influencer attributes that might help companies reduce the CPE of their campaigns. Employing a hybrid approach, the study went through both quantitative data from a prominent cosmetics firm operating in the Chinese market and a qualitative inquiry into other industry sectors. The quantitative segment scrutinized the relationship between influencer types and CPE, supported by a regression analysis leveraging on data collected between 2020 & 2022 during the influencer marketing campaigns at the author’s company (n=2366). Additionally, the qualitative section, drawing insights from professionals in three sectors (fashion, cosmetics & tech), sought to gauge the applicability of the quantitative findings across various industries in the Chinese market. This research shows that in the context of the Chinese market, micro-influencers have a statistically significant impact in lowering the cost per engagement of influencer marketing campaigns, as opposed to larger influencers. Additional factors were identified as impactful, such as the content type (videos increase CPE) and platforms (relying on Xiaohongshu significantly increases CPE).