De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Het online netwerk voor jonge creatieven

Rechten: Alle rechten voorbehouden

Het online netwerk voor jonge creatieven

Rechten: Alle rechten voorbehouden

Samenvatting

During the past decade there has been a huge increase in the number of internet users, this has among other things resulted in a high growth of online networks. Many network providers are trying to attract new members, the competition is fierce. Therefore the purpose of this study was to investigate how young creative people -living in the United Kingdom (UK)- could be influenced to join the online creative network 'Brandfighters'. This study investigated what kind of resources could be used to achieve this goal. Brandfighters is an online creative network that organizes video contest for young creative people, by this way young creative people can be linked to various companies. In addition, this thesis focused on attitude, behaviour and motivation of young creative people within the age of 18 until 30 years old. Two qualitative methods are applied. This thesis begins with an extensive literature review, followed by the results of the interviews, which are held under young creative people across the UK.

The results of this study show that it is hard to find a job in the creative industry of the UK. There is a lot of competition and without a comprehensive portfolio it is difficult for young creative people to move forward in this industry. Being a member of an online network could help young creative people to develop themselves and obtain individual advantage. The results of the study also indicate that the market for online networks becomes saturated. In addition, creative people are a member of online creative networks for several reasons. Thereby, it was found that young creative people from the Netherlands have other reasons to join an online creative network, than creative people from the UK. To tackle these obstacles Brandfighters must create a competitive advantage to distinguish itself from other networks. Online creative networks, such as Brandfighters, must respond to these demands to be successful. In this way collaboration between Brandfighters and young creative people can successfully be achieved.

The study has led to various recommendations with regard to the motivation of young creative people to join an online network. First recommendation is to respond to the extrinsic motivation of young creatives in the UK. A price focused on extrinsic motivation could be an incentive to join. In example, receiving media exposure and credits for the winning video. At second it is recommended that Brandfighters should work with intermediaries to reduce the gap between Brandfighters and her members. This personal form of communication is effective and relatively affordable. Finally, Brandfighters should optimize the creative network in deploying relationship management. In this way all members can integrate into the network and gain advantage. Good communication between Brandfighters and its members will contribute to an interactive network where creativity is the connecting factor.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingESC Communicatie
PartnersBrandfighters
Jaar2010
TypeBachelor
TaalNederlands

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk