Virtual communities are online spaces with potential of integration of (member-generated) content and conversations [7,8]. In our research project we are interested in the adoption and building of virtual communities in organized sports, that is to say in the voluntary sports clubs (VSCs) in the Netherlands. …

This chapter begins with an exploratory approach to understanding how online branded video results in positive impressions among viewers. Scholars have examined the characteristics of videos that contribute to their appeal. Separate strands of literature have identified social practices and emotions …

Dit onderzoek richt zich op het vinden van een oplossing voor het dalende aantal luisteraars van FunX in de stad Almere. De doelstelling van het onderzoek is om de organisatie een communicatieadvies te geven over hoe ze zich kan positioneren in Almere en welke communicatieuiting daarbij past. De doelgroep …

Waar gaat deze blog over? - Verhalen zijn met name effectief in het beïnvloeden van mensen, als ze zorgen voor narratieve transportatie. In dat geval gaan mensen geheel op in de verhaalwereld. - Uit recent onderzoek blijkt dat commerciële verhalen er bijzonder goed in slagen om mensen te beïnvloeden …

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics …

Het tweejarige onderzoeksprogramma The Network is the Message richt zich op de effectiviteit van sociale media: wanneer zijn ze effectief, wat bepaalt die effectiviteit en hoe kunnen we dit meten? Startpunt in deze management summary fase 2B is het inzicht dat inhakers belangrijke dragers van brand content …

Instagram influencer marketing is the new word of mouth marketing tactic in which influencers are able to directly impact people. These so called opinion leaders are of great value for brands who wish to distribute their products or services to a certain type of audience. Micro-influencers are a specific …

This dissertation addresses the central question, ‘How does the impact of influencers and brand ambassadors in the fashion industry affect the buying intentions of teenagers (ages 13-16) and Millennials?’ Many brands that use influencer marketing have been more concerned with the scope of an influencer’s …

Loods Tien is a restaurant located in Breskens at the coast of Zeeuws-Vlaanderen. The restaurant looks over the Westerschelde and up to the skyline of Vlissingen. In 2013 Loods Tien was completely renewed and rebuild. The Boathouse was build in order to rent it for private events. However, the Boathouse …

Commissioned by the fs Agency for one of her brands, Rosti Mepal, a quantitative research has been conducted into the behavior and demands on social media of the target group. This research was necessary because little is known about how the target group is best approached through social media. Based …