MelatoninEndogenous melatonin is a naturally occurring compoun

Melatonin
Endogenous melatonin is a naturally occurring compound
produced in the pineal gland that regulates the sleep-wake
cycle, also acts as a cytoprotective and an immunostimulatory
agent.
Exogenous melatonin in the form of an over-the-counter (OTC)
supplement helps with occasional insomnia, disruption of
circadian rhythm due to jet-lag or shift works.
Melatonin is the fourth most popular natural supplement taken
by adults and second for children in the United States (Grigg-
Damberger & Ianakieva, 2017, p. 163).
In the United States Melatonin regulated by Food and Drug
Administration (FDA) as a dietary supplement, while in
Australia and European Union it is classified as prescription
drug (Andersen et al., 2016, p. 172).
Pharmacokinetics
Plasma concentration peak arises after sixty minutes after oral
administration.
Plasma concentration diminution is biphasic with a half-life of
two and twenty minutes
After oral intake of one to five mg of Melatonin, melatonin
concentrations ten to one hundred times than the nocturnal
physiological peak. Return to basal concentration occurs in four
to eight hours after ingestion.
Melatonin supplement metabolized primarily in the liver by the
CYP-450 enzyme system and secondarily in the kidney
(Tordjman et al., 2017, p. 436).

Pharmacodynamics
Melatonin is a naturally made hormone in the pineal gland
which released into the blood.
Melatonin synthesized from the essential amino acid L-
tryptophan. It helps manage the circadian rhythm or sleep-wake
cycles.
Melatonin is produced more during the night and is hindered by
light.
Melatonin turns on two high-affinity G protein-coupled
receptors, named MT1 and MT2, within the suprachiasmatic
nucleus (SCN). SCN oversees the maintenance of the twenty-
four-hour cycle, which controls sleep, immune functions, and
other different functions of the organism (Liu et al., 2016, p.
381).
3
Contraindications/
precautions/
side effects
Contraindicated with hypersensitivity, pregnancy and
breastfeeding
Cautious use with seizure disorders, hypertension, and diabetes
Side effects may include headache, dizziness, drowsiness,
nausea, vomiting, abdominal cramps
Drug interactions

May diminish effectiveness of Nifedipine
May increase bleeding risk with anticoagulant and antiplatelet
medications
May prohibit blood glucose lowering if used with hypoglycemic
medications
May inhibit sedation with CNS depressants
May alter effect of oral birth control medication
Patient
teaching
Educate patient of importance of good sleep hygiene in addition
to supplement therapy:
Go to sleep and set alarm to get up at the same time every day
Do not use electronic devices three hours prior bedtime
Avoid caffeinated beverages six hours prior bedtime
Instruct to use lowest effective dosage and take one-hour prior
bedtime, since higher doses causes higher incidence of side
effects such as next day grogginess, vivid dreams, headache.
Avoid driving, operating machinery, and drinking alcohol after
taking the supplement
Instruct patient that it is acceptable to cut Melatonin pill in half
if the lower formulated dose of Melatonin is not available, as
long as it is not labeled as extended-release tablets or capsules.

Melatonin
dosage
It is recommended to start with 0.5 mg (500 micrograms) or 1
mg of Melatonin 30-60 minutes prior bedtime. If dose is
ineffective, the patient may increase it to 3–5 mg or follow the
instructions on the supplement.
Melatonin doses of 0.5 mg and 5 mg are both effective, but
people who have taken 5mg on average fall asleep 7 minutes
faster and slept 8 minutes longer (Andersen et al., 2016).
Consider talking about:
Assessments
7
Works cited
Andersen, L. P. H., Gögenur, I., Rosenberg, J., & Reiter, R. J.
(2015). The Safety of Melatonin in Humans. Clinical Drug
Investigation, 36(3), 169–175.
https://doi.org/10.1007/s40261-015-0368-5
Grigg-Damberger, M. M., & Ianakieva, D. (2017). Poor Quality
Control of Over-the-Counter Melatonin: What They Say Is
Often Not What You Get. Journal of Clinical Sleep
Medicine, 13(02), 163–165.
https://doi.org/10.5664/jcsm.6434
Liu, J., Clough, S. J., Hutchinson, A. J., Adamah-Biassi, E. B.,
Popovska-Gorevski, M., & Dubocovich, M. L. (2016).
MT1and MT2Melatonin Receptors: A Therapeutic
Perspective. Annual Review of Pharmacology and
Toxicology, 56(1), 361–383.
https://doi.org/10.1146/annurev-pharmtox-010814-124742
Tordjman, S., Chokron, S., Delorme, R., Charrier, A.,

Bellissant, E., Jaafari, N., & Fougerou, C. (2017).
Melatonin: Pharmacology, Functions and Therapeutic
Benefits. Current Neuropharmacology, 15(3), 434–443.
https://doi.org/10.2174/1570159x14666161228122115
PSB Paris School of Business
Établissement d’enseignement supérieur technique privé
reconnu par l’Etat
Membre de la Conférence des Grandes Écoles
59 rue Nationale - 75013 Paris
T : +33 (0)1 53 36 44 00
SAS ESGCV - SAS AU CAPITAL DE 13 267 469€
SIREN 752 535 476 - SIRET 752 535 476 00200
Page 1 sur 7
MSc Data Mgmt–EXAMS 2020-
2021
Course: Digital Marketing
Professor :
H. BUSSY SOCRATE
Essay topic
Influence marketing an efficient strategy during COVID-19, but
with its limits

Word limit: 1,000
Duration: 15 days
Students are expected to frame a specific research question
relied to the topic above. After
introducing the question and some definitions, students present
the structure of the essay. Students
are strongly advised to illustrate their thoughts using one
concrete example of a company, an
industry, or a group of influencers specialized.
It is expected that candidates analyze their question with
additional research.
Students are free to access any document, including lecture
notes, course material, and any sort of
information available from the internet to respond to the
questions below, including, of course,
academic studies. Please note that the APA style of reference is
appreciated.
On a more general level, the overall presentation of the essay
(spelling or grammatical errors,
pagination, references), critical thinking (convincing, detailed,
explicit and referenced developments
to address the question), contextualization (analysis of
influential interactions with the questions and
digital business issues) are all used to assess the quality of the
students’ responses.
Students respond to the essay topic in (British or American)
English.

Paris School of Business • ACADEMICS • www.psbedu.paris
Page 2 sur 7
Appendix 1: Sherwin-Williams, influencer marketing and UGC
trends: Why consumers
were left shaken but not stirred
By James Bourne | 24th November 2020 | TechForge Media
http://www.cloudcomputing-news.net/
Categories: Branding, Content Marketing, Influencer Marketing,
Social Media Marketing,
James is editor in chief of TechForge Media, with a passion for
how technologies influence business
and several Mobile World Congress events under his belt. James
has interviewed a variety of leading
figures in his career, from former Mafia boss Michael Franzese,
to Steve Wozniak, and Jean Michel
Jarre. James can be found tweeting at @James_T_Bourne.
The story of a Sherwin-Williams employee who was fired after
the company saw his viral TikTok
channel focused on paint mixing has led to plenty of reaction
around the decision, as well as
discussion around wider influencer marketing and user-
generated content (UGC) strategies.
Tony Piloseno, who worked part-time at a Sherwin-Williams
store in Ohio, had built a 1.2 million-
strong TikTok audience for his channel which showcased paint

mixing. As reported by BuzzFeed,
Piloseno was terminated for gross misconduct, ‘wasting
properties [and] facilities’ and ‘seriously
embarrass[ing] the company or its products’.
Piloseno denied the charges, saying he purchased cans of paint
with his employee discount. He
added that he had reached out to Sherwin-Williams’ marketing
department – and even prepared a
deck – pointing to his account as an example of viral
engagement to a Gen Z audience, but to no
avail. One video in particular, where Piloseno added blueberries
to white paint, was cited by
Sherwin-Williams as an issue because the company was dealing
with a large volume of inquiries as a
result.
The coronavirus pandemic has disrupted many methods of
marketing, enhancing some while casting
others aside. Could this be seen as an eschewing of a legitimate
marketing channel amid uncertain
times? Two separate reports, from SocialPubli and
HypeAuditor, explore the rationale for influencer
marketing right now.
SocialPubli and HypeAuditor studies offer ideas on influencer
best practice
SocialPubli’s 2020 Influencer Marketing Report: A Marketer’s
Perspective, polled 200 marketing
professionals from 15 countries earlier this month. The reason
was simple: changes in the influencer
industry were being felt as soon as Covid-19 began, yet
influencer marketing spend continued to rise
this year. So what is behind the headlines?

Overall, the report found influencer marketing continues to
generate solid returns for organisations.
89% of marketers polled said they believed IM was effective,
with two in five (42%) saying it was
their top ROI-generating strategy. Yet a third of respondents
(32.8%) said they had ‘major changes’ in
influencer marketing spend.
Instagram was cited by an overwhelming 96% of respondents as
the primary medium for influencer
partnerships, with TikTok considered as a preferred platform for
one third of those polled. This
chimes with a report from Tribe Dynamics last month, where
more than three quarters (78%) of
brands used Instagram Stories to ‘very significantly’ impact
their influencer content. Since then
Twitter has launched Fleets, whose resemblance to Stories, as
well as Snapchat, has been widely
noted.
Page 3 sur 7
In terms of influencers themselves, 88% of marketers said they
preferred to work with influencers
who had a following of less than 100,000. The preference
‘correlates with the evolution of influencer
marketing overall, as marketers shift their goals from reach to
engagement’, SocialPubli added.
Going further into this, another study, Socialbakers’ State of
Influencer Marketing report in June,

noted the importance of micro-influencers. ‘Nano-influencers’,
whose audience does not exceed
10,000, were also noted, representing one third of all Instagram
influencer brand collaborations in
April according to the report. Ismael El-Qudsi, CEO of
SocialPubli, told MarketingTech this time last
year about the importance of micro-influencers and managing
ideas and expectations.
Quality control is also key. Almost three quarters (72%) of
those polled by SocialPubli said they
preferred influencers to create 100% original content using their
own creativity and insights.
Influencer marketing, El-Qudsi said, “continues to experience
tremendous growth across a wide
range of niches because it builds authentic relationships that
lead to meaningful engagement in a
time when content is everywhere, but attention is scarce.”
A separate study from HypeAuditor, a provider of software
which aims to create transparency for
influencer campaigns, found influencers and brands had seen an
uptake since the Covid-19 outbreak.
Of the almost 1,000 social media influencers and brands polled,
59% of influencers said they had
seen an increase in brands working with them, while 50% of
brands had allocated more budget to IM
since the pandemic began.
The need for reducing fraudulent followers, of which
HypeAuditor’s platform emphasises, was also
noted in the SocialPubli research. More than half (54%) of
marketers polled there said the industry’s
main challenge was ensuring the authenticity of influencers’
followers. Elsewhere, two in three

influencers (66%) said they felt added pressure to create
content, with many citing new kids on the
block as a primary reason.
Alex Frolov, CEO and co-founder of HypeAuditor, said the
‘stakes were high’ as a result. “It is more
important than ever before for brands to wise up and make their
influencer marketing strategies as
authentic and transparent as possible,” said Frolov.
Analysis: Sherwin-Williams and the ‘great ideas from frontline
employees that die in middle
management’
Going back to the Sherwin-Williams story, a glance of
LinkedIn, from various comms professionals
and marketers who discussed the story, shows only one flow of
opinion. One choice quote notes that
the story is “a reminder of the many great ideas from frontline
employees that die in middle
management.”
So what can be learned from this based on the stats coming out
of influencer marketing reports?
Piloseno’s base, of 1.2m, is higher than many marketers’
recommended amounts. Their authenticity
– or rather, their likelihood of actually buying Sherwin-
Williams’ product – could also be questioned,
although some Twitter users have said they will boycott the
company as a result. The content,
however, was 100% original and creative, which arguably
caused an existential problem in itself.
User-generated content (UGC) promoting your brand, whether it
is from customers or employees,
needs to be handled correctly. One of the more interesting

perspectives came from Kenneth To,
marketing analyst and co-founder of augmented reality studio
Foundry Six.
To wrote of the importance of learning from social media ‘anti -
patterns.’ Another example cited was
of Nintendo shutting down a fan-run tournament involving one
of its games. Whether it’s
Page 4 sur 7
encouraging employees to share enthusiasm about their job on
social media during work, or allowing
fans to create content without sending legal complaints, To
noted that of his research logging
successful and unsuccessful marketing campaigns, ‘the
combination of reference points to both
[leads] to a significantly higher ideation and creativity.’
One other point needs to be noted here. According to data from
Ipsos Canada and the Ad Nation
2020 report, a clear gap remains between what marketers think
consumers do as opposed to what
they actually do. Divergence from marketers’ estimates on
Instagram, Twitter and TikTok use ranged
from 116%, to 196%, to 331% respectively. While influencer
marketing remains a significant tool with
ROI gradually being proved, it it also important to keep a sense
of perspective.

Appendix 2: How TikTok's uncertain future and COVID-19 are
transforming influencer
marketing
Source : https://www.marketingdive.com/news/how-tiktoks-
uncertain-future-and-covid-19-are-
transforming-influencer-mark/585658/
AUTHOR Natalie [email protected]_koltun
PUBLISHED Sept. 21, 2020
As the TikTok shakeup continues, competitors are wooing
influencers and becoming more accessible
with new video tools while content evolves to be more frank.
Since July, influencers have prepared for a potential ban of
TikTok in the U.S., with some testing rival
platforms like Triller and Instagram Reels. Though there likely
won't be a mass exodus of creators
from the popular social video app amid the ongoing saga related
to its ownership, competitors are
using this opportunity to woo big-name influencers and position
themselves as a safety net should
the Oracle-Walmart bid for TikTok fall through, sources
interviewed for this story say.
https://www.marketingdive.com/news/how-tiktoks-uncertain-
future-and-covid-19-are-transforming-influencer-mark/585658/
https://www.marketingdive.com/news/how-tiktoks-uncertain-
future-and-covid-19-are-transforming-influencer-mark/585658/
https://www.marketingdive.com/editors/nkoltun/
https://www.marketingdive.com/editors/nkoltun/

Page 5 sur 7
Charli D'Amelio, TikTok's most popular creator with 87 million
followers, announced last week she's
joining Triller. She's not fully cutting bait on TikTok, but the
deal suggests the app's uncertain future
may be having an impact on the evolution of influencer
marketing.
"As for the ability to create the same quality content,
competitors like Reels are getting there with
their offerings in terms of creative capabilities, audience
engagement and content
recommendations, but replacing TikTok's algorithm and creator
base alone will require a lot of
work," said TJ Leonard, CEO of stock media service
Storyblocks.
In early 2020, apps like Instagram and Snapchat began to dabble
with features popularized on TikTok
to capture some of its meteoric growth and lure creators back to
their established platforms. Brands
tuned in, leaning further into bite-sized video that younger
audiences craved through hashtag
challenges or influencer deals. The coronavirus pandemic hit
just months later, escalating the
"TikTok-ification" of social platforms and paving the way for
brands to consider influencers as critical
to strategy rather than extensions of existing campaigns.
Coupled with the pandemic's impact on society, uncertainty and
confusion around TikTok's future
may fast-track the shift in influencer strategy for brands.

"COVID has changed the type of content that's being created.
We crave connection online because
the real-life kind has been taken away from us," Leonard said.
"DIY creativity is at an all-time high.
People, brands and everyone are so starving for human
interaction that the content we're seeing
now is a little more honest, a little more direct, a little more
personal and human."
Values backed with action
Some of the content resonating on social media these days
includes frank conversations about racial
justice. Regular users and influencers used features like
Instagram's Carousel format as a teaching
tool to spread awareness of social issues. This trend of activism
slideshows has continued and may
suggest how creators are maturing beyond delivering escapist
content, according to Natalie
Silverstein, SVP and head of innovation at influencer marketing
agency Collectively.
"It's become much more about getting to know the world better
and learning about different ways of
understanding what's happening," she said. "We're seeing
brands that think they can't tell those
stories through their organization's voice align themselves with
influencers who share those values,
or creators who are pushing the boundaries and are outspoken in
ways brands might not think they
have permission to be."
This links back to the pandemic's early days where many brands
retooled their messaging strategy
away from product and toward expressing values.

"We're in a moment when you cannot be silent on the point of
view you have on the world,"
Silverstein said. "It's really important to convey your values as
a brand and to back those up with
action."
Values-based partnerships will only gain importance as
influencers become more deeply integrated
into campaigns — especially as election season and the holidays
approach, Silverstein predicts.
"Brands will continue to use influencers to translate and expand
the story of what they believe in the
world," she said.
Democratizing content creation
https://www.theverge.com/2020/9/15/21438111/charli-damelio-
tiktok-triller-app-rival-dixie-marc-heidi
https://www.vox.com/the-goods/21359098/social-justice-
slideshows-instagram-activism
https://www.mobilemarketer.com/news/you-mr-jones-buys-
influencer-marketing-agency-collectively/583101/
Page 6 sur 7
Countless brands have parlayed creators' large followings into a
springboard for hashtag challenges
that aim to extend a campaign's reach. Adobe, for example,
teamed with the United Nations last
month to raise awareness about climate change and pollution.

The software maker created app
lenses and selected influencers to urge followers to share their
digital creations with the hashtags
#OceanLeague and #GlowingGone.
Popular during the pandemic for their affordability, hashtag
challenges encourage consumers to
engage with a brand by sharing user-generated content (UGC).
However, they've shown to have
limited appeal, with 75% of surveyed Americans saying they're
unlikely to share a hashtag from a
company's social media post. Asking influencers to lead the
hashtag charge is one way for brands to
jumpstart participation and inspire UGC, Storyblocks' Leonard
said.
"As we consume more and more content, many people are
wading into the waters of actually
creating it."
Social platforms, where these hashtag challenges live, are
responding to consumers' creation
cravings and adding app tools to make short-form content easier
to produce than ever. TikTok has an
easy-to-use interface with built-in recording, editing and sound
effects for simple storytelling.
Instagram in August rolled out Reels — a feature that closely
resembles TikTok — to boost favor
with younger audiences that prefer short-form, music-centered
videos that ByteDance's rival service
helped popularize.
Winning platforms will be the ones that offer a shallow learning
curve, making content creation more
accessible to the average consumer, according to Leonard.

"That's the real magic of TikTok," he said.
"People, brands and everyone are so starving for human
interaction that the content we're seeing
now is a little more honest, a little more direct, a little more
personal and human."
TJ Leonard
Storyblocks, CEO
At the same time, democratizing content creation isn't a silver
bullet for platforms. Those that make
concerted efforts to help brands create and measure campaign
impact will likely win out over rivals.
TikTok is keeping an eye on the money with a marketing
program announced this month that
includes a measurement suite powered by Kantar. This is the
latest expansion for TikTok's ad
platform, which launched in June, and represents how the social
video app is doubling down on
tracking tech to keep marketers in its ecosystem.
Setting up safety nets
Despite its meteoric ascent, the ByteDance-owned platform
faces an uncertain future as the
governments of China and the U.S. spar over who should
control TikTok's rich trove of consumer
data, forcing brands and influencers in the U.S. to prepare for
the unknown. The handful of brands
pioneering Reels in its first month are mostly repurposing UGC
and influencer content from TikTok,
according to Joe Caporoso, EVP of digital content company
Team Whistle. These early days allow

brands to position themselves as innovative and set up safety
nets for a quick pivot should TikTok
shutter or majorly change.
https://www.mobilemarketer.com/news/75-of-people-unlikely-
to-use-branded-hashtags-survey-finds/584549/
https://www.mobilemarketer.com/news/instagram-looks-to-
steal-tiktoks-thunder-with-worldwide-expansion-of-
reels/583017/
https://newsroom.tiktok.com/en-us/introducing-tiktok-
marketing-partner-program-for-advertisers
Page 7 sur 7
"At this stage, it's about showing that you're active with it and
thinking creatively," Caporoso said.
"Part of being in this industry is being nimble and adaptable and
migrating content when it's right."
Brands should test different types of influencer content on all
relevant social channels to experiment
with what delivers the greatest engagement or return on
investment, he recommends.
"Until one of the platforms gives a more proactive push or
popularizes a style of content or campaign
that takes hold on one platform, we'll still see a lot of replicated
content," Caporoso said.
This duplicated content from influencers and brands on TikTok
isn't the worst news for Reels at the
moment. The nascent platform can dip into its established user

base on Instagram and allow creators
to dabble while the ByteDance-owned company's future
crystallizes. For Reels' launch, Instagram
reportedly offered TikTok creators up to hundreds of thousands
of dollars to exclusively sign on
its rival service. That aggressive swipe may intensify as top
influencers like D'Amelio start to
investigate other apps.
"Instagram is not going to shy away from TikTok's success from
the past few years," Leonard said. "If
[TikTok] disappears, we'll immediately see other platforms try
to fill that void and replace lost
earnings to bridge the gap before another platform pops up and
replaces it. There would be a mad
rush from big platforms to get top creators."
Will big brands warm up to newcomers?
Monetization is a key factor that could sway influencers and
brands to one platform versus another.
As the holiday season approaches, brands may look to deeper
partnerships with a select few creators
in order to maximize efficiencies and stimulate connections
with consumers.
Leonard predicts more consistent influencer-powered campaigns
and fewer one-off commissioned
content deals in the coming weeks as TikTok's saga shakes up
the influencer space. Beyond the
holidays, it'll depend on how big brands warm up to newcomers
like Reels and Triller and whether
they show promising staying power, he said.
"Like anything, once large brands start pumping money into
these platforms, things change

considerably. But these are also places where major brands have
a lot less control over how they're
represented by an influencer," Leonard said. "The import and
influence of influencers across
platforms is undeniable for 2021. Will that be enough to pull in
major brands who have always been
tepid around these user-generated, emerging platforms because
they have to give up control?"
https://www.mobilemarketer.com/news/wsj-instagram-lures-
tiktok-creators-to-drum-up-buzz-for-reels-
launch/582427/Appendix 1: Sherwin-Williams, influencer
marketing and UGC trends: Why consumers were left shaken
but not stirredAppendix 2: How TikTok's uncertain future and
COVID-19 are transforming influencer marketing

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