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Nowadays, standard advertising is increasingly declining, and consumers have no more interest in the traditional advertisements. However, advertising remains a core activity for companies’ marketing. Therefore, companies need to find different and creative ways to advertise. Besides, social media have radically changed the marketing activities. Indeed, while traditional media are still greatly used, such as television or radio, investments in social media marketing are growing. Social media have also enabled the consumers to pass on contents and namely those created by brands. Consequently, companies can generate virality and buzz by creating attractive contents. Furthermore, the speed of marketing has also accelerated these last years which requires the companies to react quickly.
In this context, this thesis focuses on the advertising practice of newsjacking. This exploratory research aims first at better understanding the concept of newsjacking, which is seen as a technique that consists in rebounding on news to make advertising. Besides, our research aims at determining the strengths and weaknesses of newsjacking as well as its relative effectiveness compared to standard advertising. Finally, this thesis also explores the internal view of a company using newsjacking. 
To do so, this thesis starts with a literature review that sets up a theoretical background. Then, the interviews of 6 professionals who use newsjacking allow us to go deeper into the concept of newsjacking and achieve the objectives stated previously.
Our study teaches us that a newsjacking advertisement is often humorous and amusing and takes advantage on social media to be diffused and then shared by customers. Besides, the qualitative study shows that newsjacking is more effective than newsjacking on several elements, such as impact, interest or engagement, but that it needs the support of standard advertising to be effective. 
To conclude, our results shows that newsjacking is a good advertising technique to be integrated into a marketing strategy as it is effective to attract consumers to the brand.

Newsjacking, advertising, social media, real-time marketing, buzz marketing, viral marketing --- Sciences économiques & de gestion > Marketing