Influencermarketing en ethiek? | Amsterdam University Press Journals Online
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.

Loading

Article metrics loading...

/content/journals/10.5117/TCW2022.4.004.VERG
2022-12-01
2024-04-19
Loading full text...

Full text loading...

/deliver/fulltext/13846930/50/4/TCW2022.4.004.VERG.html?itemId=/content/journals/10.5117/TCW2022.4.004.VERG&mimeType=html&fmt=ahah

References

  1. Asquith, K., & Fraser, E. M. (2020). A critical analysis of attempts to regulate native advertising and influencer marketing. International Journal of Communication, 14, 21.
    [Google Scholar]
  2. Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of business research, 117, 557-569.
    [Google Scholar]
  3. Becker, M. (2015). Ethiek van de digitale media. Boom.
    [Google Scholar]
  4. Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.
    [Google Scholar]
  5. Binder, M. (2021). Inside the shady world of influencers promoting cryptocurrency. Mashable. Geraadpleegd op 5juli2022, van https://mashable.com/article/influencers-altcoin-scams
    [Google Scholar]
  6. Braun, V., & Clarke, V. (2013). Successful qualitative research. A practical guide for beginners. SAGE Publications.
    [Google Scholar]
  7. Braun, V., & Clarke, V. (2021). To saturate or not to saturate? Questioning data saturation as a useful concept for thematic analysis and sample-size rationales. Qualitative research in sport, exercise and health, 13(2), 201-216.
    [Google Scholar]
  8. Braun, V., & Clarke, V. (2022). Thematic Analysis: A Practical Guide. SAGE Publications.
    [Google Scholar]
  9. CBS: Centraal Bureau voor de Statistiek. (2020, 24maart). Meer jongeren digitaal vaardig. Geraadpleegd op 28maart2020, van https://www.cbs.nl/nl-nl/nieuws/2020/13/meer-jongeren-digitaal-vaardig
  10. Childers, C.C., Lemon, L.L., & Hoy, G.H. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.
    [Google Scholar]
  11. Coco, S. L., & Eckert, S. (2020). # sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177-194.
    [Google Scholar]
  12. Commissariaat voor de Media (2022). Commissariaat voor de Media start toezicht op video-uploaders. Geraadpleegd 5juli, van https://www.cvdm.nl/actueel/commissariaat-voor-de-media-start-toezicht-op-video-uploaders
  13. De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 10, 2685.
    [Google Scholar]
  14. Deahl, D. (2019). Influencers face backlash for promoting a Saudi Arabian music festival. The Verge. Geraadpleegd op 5juli, van https://www.theverge.com/2019/12/23/21035306/influencers-models-promote-saudi-arabia-music-festival-mdl-beast-diet-prada-instagram
    [Google Scholar]
  15. Daems, K., De Pelsmacker, P., & Moons, I. (2019). Advertisers’ perceptions regarding the ethical appropriateness of new advertising formats aimed at minors. Journal of Marketing Communications, 25(4), 438-456.
    [Google Scholar]
  16. Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45.
    [Google Scholar]
  17. Drumwright, M. E., & Murphy, P. E. (2004). How advertising practitioners view ethics: Moral muteness, moral myopia, and moral imagination. Journal of Advertising, 33(2), 7-24.
    [Google Scholar]
  18. Enke, N., & Borchers, N.S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261-277.
    [Google Scholar]
  19. European Commission (2018). Revision of the Audiovisual Media Services Directive (AVMSD). Geraadpleegd op 16februari2021 van https://digital-strategy.ec.europa.eu/en/policies/revision-avmsd
    [Google Scholar]
  20. Evers, J., & Daalmans, S. (2021). Influencermarketing 2.0. Het succes van eigen merken van beauty-YouTubers. Tijdschrift voor Communicatiewetenschap, 49(4), 298-321.
    [Google Scholar]
  21. Guthrie, S. (2019, 16oktober). Influencer marketing ethics: Why doing good is good for business. Talking Influence. Geraadpleegd op 12februari2021, van https://talkinginfluence.com/2019/10/16/influencer-marketing-ethics-doing-good
    [Google Scholar]
  22. Hendriks, H., Wilmsen, D., Dalen, W. van, & Gebhardt, W.A. (2020). Picture me drinking: Alcohol-related posts by Instagram influencers popular among adolescents and young adults. Frontiers in Psychology, 10.
    [Google Scholar]
  23. Hijmans, E., & Wester, F. (2006). De kwalitatieve interviewstudie. In F.Wester, K.Renckstorf & P.Scheepers, P. (Red.), Onderzoek typen in de communicatiewetenschap (pp. 507-532). Kluwer.
    [Google Scholar]
  24. Hung, K., Chan, K.W., & Caleb, H.T. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608-623.
    [Google Scholar]
  25. Jin, S. V., Ryu, E., & Muqaddam, A. (2021). I trust what she’s# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal, 25(4), 665-681.
    [Google Scholar]
  26. JEP (2022). Aanbevelingen van het communicatie centrum inzake influencer marketing. JEP. Geraadpleegd op 5juli, van https://www.jep.be/wp-content/uploads/2022/04/influencers_NL.pdf
    [Google Scholar]
  27. Karagür, Z., Becker, J. M., Klein, K., & Edeling, A. (2022). How, why, and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39(2), 313-335.
    [Google Scholar]
  28. Ketelaar, P., Aarts, J., & Demir, S. (2019). 23 Innovations in Digital Communication. BIS Publishers.
    [Google Scholar]
  29. Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
    [Google Scholar]
  30. Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55-78.
    [Google Scholar]
  31. Lowe-Calverley, E., & Grieve, R. (2021). Do the metrics matter? An experimental investigation of Instagram influencer effects on mood and body dissatisfaction. Body Image, 36, 1-4.
    [Google Scholar]
  32. Lury, C. (2011). Consumer Culture. Rutgers University Press.
    [Google Scholar]
  33. Pilgrim, K., & Bohnet-Joschko, S. (2019). Selling health and happiness how influencers communicate on Instagram about dieting and exercise: Mixed methods research. BMC Public Health, 19(1), 1-9.
    [Google Scholar]
  34. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298.
    [Google Scholar]
  35. Rozendaal, E., Reijmersdal, E. A. V., & Goot, M. J. (2021). Children’s perceptions of sponsorship disclosures in online influencer videos. In Advances in Advertising Research (Vol. XI)(pp. 273-287). Springer Gabler, Wiesbaden.
    [Google Scholar]
  36. Schauster, E., & Neill, M. (2017). Have the ethics changed? An examination of ethics in advertising and public relations agencies. Journal of Media Ethics, 32(1), 45-60.
    [Google Scholar]
  37. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
    [Google Scholar]
  38. TMI Academy (2019). De eeuw van de influencer. Geraadpleegd op 9februari2021, van https://tmi.academy/mediawijsheid/de-eeuw-van-de-influencer
    [Google Scholar]
  39. Van Dam, S., & Van Reijmersdal, E. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2).
    [Google Scholar]
  40. Van der Goot, M. J., Van Reijmersdal, E. A., & Zandbergen, S. K. (2021). Sponsorship disclosures in online sponsored content: Practitioners’ considerations. Journal of Media Ethics, 36(3), 154-169.
    [Google Scholar]
  41. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
    [Google Scholar]
  42. Wellman, M.L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics, 35(2), 68-82.
    [Google Scholar]
  43. Woods, S. (2016). #Sponsored: The emergence of influencer marketing. University of Tennessee Honors Thesis Projects, 1-16. Geraadpleegd op 9februari2021, van http://trace.tennessee.edu/utk_chanhonoproj/1976
    [Google Scholar]
  44. Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178.
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.5117/TCW2022.4.004.VERG
Loading
/content/journals/10.5117/TCW2022.4.004.VERG
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error