Westminster alumna Lena Retzler, who graduated from the Marketing Management MA course in 2018, has been selected to receive a Worshipful Company of Marketors Award for her outstanding dissertation.
The Worshipful Company of Marketors is the 90th of 110 City of London Roll of Livery Companies. Their role is to actively support the Mayoralty and the City of London Corporation, promoting marketing education and the benefits of a marketing profession to those in the City, the Livery and beyond.
The Awards seek to recognise outstanding performance in marketing at Master’s level in UK Higher Education. Lena’s winning dissertation was entitled: ‘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,’ supervised by Principal Lecturer Dr Donna Mai.
Her dissertation aimed to examine relationships between the credibility of digital influencers, consisting of expertise, trustworthiness and attractiveness, travellers’ perceptions, and attitudes and preferences towards a travel destination which in turn could lead to a purchase intention. She uses a positivist approach followed by a quantitative research framework including an online survey in order to test the developed hypotheses. Sampling a total of 395 participants, she found trustworthiness to be the most important driver of digital influencers’ credibility. She further identified that travellers’ attitudes towards an endorsed destination and the credibility of the endorsed destination significantly influenced their purchase intentions.
In recognition of her work, Lena has been awarded a sum of £1,000 and has been invited to attend a formal Awards Ceremony in October. Speaking about her success, Lena said: “I am honoured to have been awarded the Worshipful Company of Marketors Award for my dissertation. Studying in London was one of the most exciting and inspirational experiences in my life and I believe it gives every student the opportunity to grow!
“Receiving this award makes me feel proud and confident to take my achieved skillset from my studies at Westminster Business School into the professional world of marketing. A big thank you goes to the University of Westminster and my tutor Dr Donna Mai, who supported me from the very beginning and gave each and every one of us the encouragement to make the most out of our time in London.”