2004
Volume 50 Number 4
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

Influencermarketing is een marketingvorm die steeds vaker wordt ingezet in de marketingstrategie van veel bedrijven. Maar ondanks de professionalisering van influencermarketing lijkt geen enkele organisatie zich bezig te houden met de ethische kaders rondom deze marketingvorm. Deze studie brengt middels diepte-interviews in kaart hoe influencers, merken en volgers de risico’s, verantwoordelijkheden en belangen van alle stakeholders zien binnen influencermarketing. Het laat zien dat ze dat middels een sociaal-cultureel, sociaal-maatschappelijk of professioneel perspectief doen.

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2022-12-01
2023-01-31
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