{"id":178977,"date":"2025-09-16T16:44:19","date_gmt":"2025-09-16T14:44:19","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=news&#038;p=178977"},"modified":"2025-09-19T11:20:07","modified_gmt":"2025-09-19T09:20:07","slug":"decoding-influence-marketing-gwarlann-de-kerviler","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/","title":{"rendered":"Understanding the New Challenges of Influence with Gwarlann DE KERVILER\u2019s book: &#8220;Succeeding in Influence Marketing&#8221;"},"content":{"rendered":"\n<h3 class=\"has-ieseg-orange-color has-text-color\">A societal and economic phenomenon that can no longer be ignored<\/h3>\n\n\n\n<p>In the digital age, <strong>social media influence has emerged as a major strategic lever for companies, institutions, and content creators<\/strong>. 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\u2014fashion, sports, health, gastronomy, education, politics\u2026 Their role is constantly evolving, transcending the traditional boundaries of media.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">A Practical and Analytical Guide for Professionals<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/147.jpg\" alt=\"\" class=\"wp-image-178973\" width=\"350\" height=\"523\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/147-200x300.jpg 200w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/147-100x150.jpg 100w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/figure><\/div>\n\n\n<p>In this changing context, Gwarlann DE KERVILER, Professor of Marketing at I\u00c9SEG, is publishing:<br>&#8220;Succeeding in Influence Marketing \u2013 How to Build Successful Collaborations Between Brands, Influencers and Communities on Social Media&#8221; (\u201c<em>R\u00e9ussir son marketing d\u2019influence \u2013 Comment faire collaborer marques, influenceurs et communaut\u00e9s sur les r\u00e9seaux sociaux<\/em>\u201d &#8211; 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.<\/p>\n\n\n\n<p><strong>A true operational guide, it is aimed at managers, marketers, self-employed professionals, and anyone seeking clarity and effectiveness<\/strong> in designing, structuring, and managing influence campaigns. Enriched with numerous professional and creator testimonials, concrete case studies, and practical tools, it sheds light on:<br>&gt; the mechanisms of influence: understanding the drivers behind brands, influencers, and communities; <br>&gt; the different influencer profiles, their motivations, challenges, and responsibilities; <br>&gt; best practices for selecting partners according to strategic goals (awareness, engagement, conversion, etc.); <br>&gt; effective forms of collaboration (one-off partnerships, co-creation, multi-influencer campaigns\u2026); <br>&gt; tools to structure projects (from creative briefs to performance measurement).<\/p>\n\n\n\r\n<div class=\"color-block yellow\">\r\n\r\n\t<div class=\"picto\"><?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 50.58 56.12\"><g id=\"c\"><g id=\"d\"><path d=\"m28.25,11.45c-3.64-4.36-9.85-5.55-14.84-2.84-4.99,2.71-7.37,8.57-5.68,14,1.69,5.42,6.97,8.9,12.62,8.3,5.65-.6,10.09-5.1,10.6-10.76.29-3.15-.68-6.28-2.71-8.7h0Z\" fill=\"none\" stroke=\"#fd9e00\" stroke-miterlimit=\"10\" stroke-width=\"1.8\"\/><path d=\"m49.05,50.77l-14.84-17.88c-.33-.37-.89-.42-1.28-.12l-1.26.99-.57-.62c7.32-6.74,8.49-18.51,1.93-26C26.48-.33,15.14-1.22,7.5,5.15-.15,11.52-1.32,22.83,4.87,30.63c6.18,7.8,17.98,8.77,25.93,2.79l.58.62-1.21,1.05c-.38.32-.44.89-.12,1.28l14.84,17.88c.96,1.15,2.67,1.31,3.82.35.55-.46.9-1.12.97-1.84s-.16-1.43-.62-1.98h0Z\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.8\"\/><\/g><\/g><\/svg><\/div>\r\n\t<h3 class=\"title\">Gwarlann DE KERVILER, a recognized expert<\/h3>\r\n\t<div class=\"content\">\r\n\t\t<p data-start=\"2337\" data-end=\"2884\">A graduate of ESSEC, holder of an MBA from Harvard Business School, and a PhD in Management Science from Universit\u00e9 Paris Dauphine, <strong>Gwarlann DE KERVILER has developed deep expertise in digital marketing<\/strong> (influence, metaverse, AI, online reviews), <strong>luxury marketing, and customer relations<\/strong>.<\/p>\n<p data-start=\"2337\" data-end=\"2884\">Frequently cited in leading national and international media, her research and insights are regularly used as benchmarks on today\u2019s key marketing issues: customer journey digitalization, authenticity, influence strategies, and consumer behavioral shifts.<\/p>\n\t<\/div>\r\n<\/div>\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">Influence: a matter of power, ethics, and society<\/h3>\n\n\n\n<p>Her new book, &#8216;<em>Succeeding in Influence Marketing<\/em>&#8216;, 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:<br>&gt; why influence has become a central driver for companies today<br>&gt; how it is reshaping the relationship between brands, media, and consumers<br>&gt; the major ethical, political, and regulatory questions raised by this emerging model<\/p>\n\n\n\n<p>With a clear and analytical approach, <strong>the book unpacks both the promises and the limitations of the sector<\/strong>, while equipping professionals to navigate an environment that is evolving at high speed.<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">A book to pre-order today<\/h3>\n\n\n\n<p>&#8216;<em><a href=\"https:\/\/www.dunod.com\/entreprise-et-economie\/reussir-son-marketing-d-influence-comment-faire-collaborer-marques\" target=\"_blank\" rel=\"noreferrer noopener\">Succeeding in Influence Marketing<\/a><\/em>&#8216; (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\u2019s website and listed on major online bookstores.<\/p>\n\n\n\r\n<div class=\"color-block yellow\">\r\n\r\n\t<div class=\"picto\"><?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 50.58 56.12\"><g id=\"c\"><g id=\"d\"><path d=\"m28.25,11.45c-3.64-4.36-9.85-5.55-14.84-2.84-4.99,2.71-7.37,8.57-5.68,14,1.69,5.42,6.97,8.9,12.62,8.3,5.65-.6,10.09-5.1,10.6-10.76.29-3.15-.68-6.28-2.71-8.7h0Z\" fill=\"none\" stroke=\"#fd9e00\" stroke-miterlimit=\"10\" stroke-width=\"1.8\"\/><path d=\"m49.05,50.77l-14.84-17.88c-.33-.37-.89-.42-1.28-.12l-1.26.99-.57-.62c7.32-6.74,8.49-18.51,1.93-26C26.48-.33,15.14-1.22,7.5,5.15-.15,11.52-1.32,22.83,4.87,30.63c6.18,7.8,17.98,8.77,25.93,2.79l.58.62-1.21,1.05c-.38.32-.44.89-.12,1.28l14.84,17.88c.96,1.15,2.67,1.31,3.82.35.55-.46.9-1.12.97-1.84s-.16-1.43-.62-1.98h0Z\" fill=\"none\" stroke=\"#001f44\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.8\"\/><\/g><\/g><\/svg><\/div>\r\n\t<h3 class=\"title\">Learn more about this topic&#8230;<\/h3>\r\n\t<div class=\"content\">\r\n\t\t<p>Read Gwarlann DE KERVILER&#8217;s interview: &#8220;<a href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/successful-influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">The keys to successful influencer marketing<\/a>&#8221; on <a href=\"https:\/\/insights.ieseg.fr\/en\/\" target=\"_blank\" rel=\"noopener\">I\u00c9SEG Insights<\/a>.<\/p>\n\t<\/div>\r\n<\/div>","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":178965,"menu_order":0,"template":"","news-category":[298],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&#039;Succeeding in Influence Marketing&#039;, Gwarlann DE KERVILER\u2019s latest book<\/title>\n<meta name=\"description\" content=\"&#039;Succeeding in Influence Marketing&#039; provides a comprehensive analysis of this new medium and its implications for professionals.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&#039;Succeeding in Influence Marketing&#039;, Gwarlann DE KERVILER\u2019s latest book\" \/>\n<meta property=\"og:description\" content=\"&#039;Succeeding in Influence Marketing&#039; provides a comprehensive analysis of this new medium and its implications for professionals.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/\" \/>\n<meta property=\"og:site_name\" content=\"I\u00c9SEG\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-19T09:20:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/9782100881024-001-VS.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1108\" \/>\n\t<meta property=\"og:image:height\" content=\"508\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vincent SCHILTZ\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@IESEG\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.ieseg.fr\/#organization\",\"name\":\"Ieseg\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/edu\/school?id=12453\",\"https:\/\/www.youtube.com\/user\/IESEGChannel\",\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\",\"https:\/\/twitter.com\/IESEG\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"contentUrl\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"width\":\"1000\",\"height\":\"311\",\"caption\":\"Ieseg\"},\"image\":{\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ieseg.fr\/#website\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"name\":\"I\u00c9SEG\",\"description\":\"School of Management\",\"publisher\":{\"@id\":\"https:\/\/www.ieseg.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ieseg.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/#primaryimage\",\"url\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/9782100881024-001-VS.jpg\",\"contentUrl\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2025\/09\/9782100881024-001-VS.jpg\",\"width\":1108,\"height\":508},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/#webpage\",\"url\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/\",\"name\":\"'Succeeding in Influence Marketing', Gwarlann DE KERVILER\u2019s latest book\",\"isPartOf\":{\"@id\":\"https:\/\/www.ieseg.fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/#primaryimage\"},\"datePublished\":\"2025-09-16T14:44:19+00:00\",\"dateModified\":\"2025-09-19T09:20:07+00:00\",\"description\":\"'Succeeding in Influence Marketing' provides a comprehensive analysis of this new medium and its implications for professionals.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/decoding-influence-marketing-gwarlann-de-kerviler\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"I\u00c9SEG\",\"item\":\"https:\/\/www.ieseg.fr\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"https:\/\/www.ieseg.fr\/en\/news\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Research &amp; 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