Samenvatting

Influencerplatform Hulc provides relatively little profit, so the CEO wants to increase the sales figures. What are the success factors of competing influencer platforms? And how can the profit from the influencer platform be optimized without making a large investment?
The aim of the study is to make recommendations to Hulc management for improving the profitability of the influencer platform by providing insight into the success factors of the current platform and existing platforms. The following research question has been drawn up for this: ‘How can Hulc increase sales on its influencer platform?’ Two hypotheses have been drawn up, namely H1: ‘Loyalty has a positive influence on the moment of purchase’ and H2: ‘Top Of Mind Awareness has a positive influence on the moment of purchase’.