2004
Volume 51 Number 3
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

Influencers vergaarden een groot publiek van volgers door entertainende socialemediaposts over hun persoonlijke leven te creëren en te delen en/ of door hun expertise over relevante onderwerpen te demonstreren. Hun grote netwerk, hun vaardigheden om inhoud te creëren en het feit dat volgers hen zien als sympathieke, geloofwaardige en relateerbare rolmodellen, leidden ertoe dat merken hen vroegen om hun producten te promoten in ruil voor gratis producten en/of geldelijke betaling, een strategie die influencermarketing wordt genoemd. Op die manier krijgen influencers een actieve rol in het reclameproces als endorser. Het proefschrift dat in dit artikel besproken wordt, draagt bij aan het academische en maatschappelijke debat over de overtuigingskracht en het ethische gebruik van influencermarketing door middel van drie onderzoeksdoelstellingen. Onderzoeksdoelstelling 1 wil een state of the art bieden van influencermarketing onderzoek. Er wordt extra nadruk gelegd op influencermarketing gericht op kinderen. Onderzoeksdoelstelling 2 richt zich op de overtuigingskracht van influencermarketing en wil een antwoord formuleren op de vraag met welke influencer best wordt samengewerkt bij het implementeren van een influencermarketingstrategie. Tot slot wordt in onderzoeksdoelstelling 3 de focus gelegd op het ethisch gebruik van influencermarketing, in het bijzonder het belang van openbaarmaking van reclame en de kwetsbaarheid van minderjarigen, zowel vanuit het perspectief van de consument als van de influencer. Dit artikel bespreekt de belangrijkste bevindingen van de onderzoeken die zijn uitgevoerd om deze doelstellingen te bereiken en hoe deze bijdragen aan ons begrip van de overtuigingskracht en het ethisch gebruik van influencermarketing.

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