2004
Volume 49, Issue 4
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

De laatste tijd is er naast pr-pakketten, , en een vijfde, nieuwe vorm van influencermarketing te herkennen: influencerproducten of zelfs influencermerken. Deze interviewstudie focust zich op de betekenisgeving van consumenten aan influencerproducten van YouTubers uit de beautycommunity. Consumenten blijken veelal betekenis te geven aan influencerproducten in termen van bekendheid met de YouTuber, de vergelijking met samenwerkingsproducten en als gevolg van ervaren affiniteit of relatie met de YouTuber.

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2021-12-01
2022-09-29
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