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A societal and economic phenomenon that can no longer be ignored
In the digital age, social media influence has emerged as a major strategic lever for companies, institutions, and content creators. The sector is experiencing explosive growth: in France alone, there are an estimated 150,000 active influencers, while the global influence marketing market is projected to reach $24 billion by 2025 (compared to $1.7 billion in 2016). Influencers now drive innovation across all sectors—fashion, sports, health, gastronomy, education, politics… Their role is constantly evolving, transcending the traditional boundaries of media.
But this rapid rise comes with challenges: parliamentary debates on the risks linked to TikTok, scandals involving certain figures, the emergence of entrepreneur-influencers in fashion or food, as well as issues of regulation and ethics.
A Practical and Analytical Guide for Professionals
In this changing context, Gwarlann DE KERVILER, Professor of Marketing at IÉSEG, is publishing:
“Succeeding in Influence Marketing – How to Build Successful Collaborations Between Brands, Influencers and Communities on Social Media” (“Réussir son marketing d’influence – Comment faire collaborer marques, influenceurs et communautés sur les réseaux sociaux” – to be released in French only on September 24, 2025 by Dunod). This new book will provide a comprehensive analysis of this new medium and its implications for professionals.
A true operational guide, it is aimed at managers, marketers, self-employed professionals, and anyone seeking clarity and effectiveness in designing, structuring, and managing influence campaigns. Enriched with numerous professional and creator testimonials, concrete case studies, and practical tools, it sheds light on:
> the mechanisms of influence: understanding the drivers behind brands, influencers, and communities;
> the different influencer profiles, their motivations, challenges, and responsibilities;
> best practices for selecting partners according to strategic goals (awareness, engagement, conversion, etc.);
> effective forms of collaboration (one-off partnerships, co-creation, multi-influencer campaigns…);
> tools to structure projects (from creative briefs to performance measurement).
Gwarlann DE KERVILER, a recognized expert
A graduate of ESSEC, holder of an MBA from Harvard Business School, and a PhD in Management Science from Université Paris Dauphine, Gwarlann DE KERVILER has developed deep expertise in digital marketing (influence, metaverse, AI, online reviews), luxury marketing, and customer relations.
Frequently cited in leading national and international media, her research and insights are regularly used as benchmarks on today’s key marketing issues: customer journey digitalization, authenticity, influence strategies, and consumer behavioral shifts.
Influence: a matter of power, ethics, and society
Her new book, ‘Succeeding in Influence Marketing‘, explores the political, economic, and social dimensions of influence marketing. In a context marked by debates around the responsibility of platforms and creators, Gwarlann examines:
> why influence has become a central driver for companies today
> how it is reshaping the relationship between brands, media, and consumers
> the major ethical, political, and regulatory questions raised by this emerging model
With a clear and analytical approach, the book unpacks both the promises and the limitations of the sector, while equipping professionals to navigate an environment that is evolving at high speed.
A book to pre-order today
‘Succeeding in Influence Marketing‘ (in French only), by Gwarlann DE KERVILER, will be published on September 24, 2025 by Dunod. It is already available for pre-order on the publisher’s website and listed on major online bookstores.
