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Harnessing the power of influence

becoming an influencer

Open access

Rechten:Alle rechten voorbehouden

Harnessing the power of influence

becoming an influencer

Open access

Rechten:Alle rechten voorbehouden

Samenvatting

Social media is becoming vitally important in today’s world. Big corporates and small companies both make use of it as part of their online marketing strategy (Ramachandran, 2014). It is a cheap, easy and it is a fast way to connect with customers, create dialogue and reach the mass. Consulting companies receive around 200 euros in marketing budget per year, according to Doug, an online influencer (Nix, 2014). Therefore, they usually take advantage of any marketing tool that is cheap, fast and can reach customers directly as well as the mass.
This research paper will explore how to become an influencer within the CE marking compliance service field. The researcher will identify four influencers in the designated field using characteristic traits compiled from the two-step flow of information module. Then, she will analyze their online activities according to the STEPPS analysis (Social currency, Triggers, Emotions, Public, Practical values, and Stories), a theory accumulated through decades of research by Jonah Berger, to see if this theory works in this field (Berger, n.d). This will determine who the influencers in the CE marking compliance service sector are (the network) and what kind of content they are using that ultimately determines their success (excellent content). Through the understanding of the network and the content, the researcher will give advice on how to use the above to benefit cemarking.net; to become an online influencer in a conservative field of CE compliance service.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Europese Studies / European Studies
AfdelingAcademie voor European Studies & Communication
Jaar2014
TypeBachelor
TaalEngels

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