Influencermarketing door de ogen van jongeren | Amsterdam University Press Journals Online
2004
Volume 51 Number 3
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

Deze experimentele studie met eyetracking exploreert en vergelijkt de effectiviteit van visuele contentstrategieën in gesponsorde content op Instagram in termen van visuele aandacht, herkenning en attitude tegenover het gesponsorde merk door middel van een 2 (gesponsorde advertentie x gesponsorde influencerpost) x 2 (influencershot vs. ) . Gemengde bevindingen wijzen op het belang van een uitgekiend evenwicht tussen en influencerposts en variatie in visuele contentstrategieën.

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