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Social Media Marketing (SMM) Samenvatting (Master)
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Deze samenvatting bevat alle stof voor het tentamen; de hoofdstukken uit het boek, de hoorcolleges en de artikelen.
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Social Media Marketing (SMM)Week 1.......................................................................................................................................................... 3
Lecture 1 – 12/4....................................................................................................................................................3
Hoofdstuk 1 – Foundations of Social Media Marketing.......................................................................................7
Artikel 1 – Social media in marketing: a review and analysis of the existing literature (door Alalwan, Rana,
Dwivedi en Algharabat)......................................................................................................................................10
Artikel 2 – Exploring users’ motivations to participate in viral communication on social media (door Borges-
Tiago en Cosme).................................................................................................................................................12
Artikel 3 – Introducing COBRAs, exploring motivations for brand-related social media use (door Muntinga,
Moorman en Smit)..............................................................................................................................................14
Week 2........................................................................................................................................................ 17
Hoofdstuk 6 – Social community........................................................................................................................17
Artikel 4 – On the relationship between consumer-brand identification, brand community, and brand loyalty
(door Coelho, Rita en Santos).............................................................................................................................19
Artikel 5 – How virtual brand community traces may increase fan engagement in brand pages (door
Rosenthal en Brito).............................................................................................................................................20
Artikel 6 – Understanding relationship benefits from harmonious brand community on social media (door
Zhang en Luo).....................................................................................................................................................22
Lecture 2 – 19/4..................................................................................................................................................24
Lecture 3 – 22/4..................................................................................................................................................28
Hoofdstuk 3 – Network structure and group influences in social media............................................................31
Artikel 7 – The Persuasion Knowledge Model: how people cope with persuasion attempts (door Friestad en
Wright)................................................................................................................................................................33
Artikel 8 – Social media peer communication and impacts on purchase intentions: a consumer socialization
framework (door Wang, Yu en Wei)...................................................................................................................36
Artikel 9 – Disclosing Instagram influencer advertising: the effects of disclosure language on advertising
recognition, attitudes and behavioral intent (door Evans, Phua, Lim en Jun)....................................................39
Week 3........................................................................................................................................................ 41
Gastcollege 1 – 28/4 – Creëer krachtige content voor Instagram.....................................................................41
Week 4........................................................................................................................................................ 43
Gastcollege 2 – 18/5 > GEEN TENTAMENSTOF..................................................................................................43
Week 5........................................................................................................................................................ 44
Artikel 10 – Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and
product-endorser fit (door Schouten, Janssen en Verspaget)............................................................................44
Artikel 11 – “I’ll buy what she’s #wearing”: the roles of envy toward and parasocial interaction with
influencer in Instagram celebrity-based brand endorsement and social commerce (door Jin en Ryu).............45
Artikel 12 – Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase
decisions of young female users (door Djafarova en Rushworth)......................................................................47
, Artikel 13 – Marketing through Instagram influencers: the impact of number of followers and product
divergence on brand attitude (door Veirman, Cauberghe en Hudders).............................................................48
Week 6........................................................................................................................................................ 50
Hoofdstuk 2 – Social consumers.........................................................................................................................50
Hoofdstuk 8 – Social entertainment zone..........................................................................................................53
Artikel 14 – Interactivity effects in social media marketing on brand engagement: an investigation of
underlying mechanisms (door Antheunis en van Noort)....................................................................................56
Artikel 15 – Are you able to recall the brand? The impact of brand prominence, game involvement and
persuasion knowledge in online-advergames (door Vashisht en Pillai).............................................................58
Artikel 16 – Like or dislike? Adolescents’ responses to personalized social network site advertising (door
Walrave et al.)....................................................................................................................................................59
Lecture 4 – Interactiviteit, personalisatie en social entertainment....................................................................60
Hoofdstuk 10 – Social media analytics...............................................................................................................64
Hoofdstuk 11 – Social media metrics.................................................................................................................66
Artikel 17 – The role of facial expression and tie strength in sender presence effects on consumers’ brand
responses toward visual brand-related user engagement content (door Nanne, Antheunis en van Noort).....69
Artikel 18 – Brand crises in the digital age: the short- and long-term effects of social media firestorms on
consumers and brands (door Hansen, Kupfer en Hennig-Thurau).....................................................................70
Artikel 19 – Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and
product-endorser fit (door Schouten, Janssen en Verspaget)............................................................................72
Artikel 20 – The role of trust in understanding the impact of social media marketing on brand equity and
brand loyalty (door Ebrahim).............................................................................................................................72
Lecture 5 – Effecten van social media marketing...............................................................................................74
Week 7........................................................................................................................................................ 76
Gastcollege 3 – 26/5 – Influencer marketing in de praktijk (door Karlijn Gudden)............................................76
,Week 1
Lecture 1 – 12/4
Social media zijn
- Internetapplicaties
- Voor sociale interactie
- Waar de gebruiker content toe zal voegen om te delen, informeren en creëren
Snapchat, Instagram, YouTube, LinkedIn, Pinterest, Facebook, Twitter, TikTok, Clubhouse.
Trends van social media:
Audio is het nieuwe video #trend
Audio is altijd een ondergeschikt element van social media geweest, maar dat is
veranderd door de komst van TikTok. TikTok draait om audio, en nu bij Clubhouse
staat het ook weer centraal. Dit is ook belangrijk bij podcasts, en bijvoorbeeld ook te
zien aan de opmars van Spotify.
(Authentic) storytelling: het vertellen van een verhaal waarbij je je kunt inleven
, Samenwerken met influencers & micro-influencers
Video (maar ook podcasts): live video, short-form video, vertical video en interactive
video. Een voorbeeld van een interactive video is live video waarbij er polls zijn.
Augmented reality
Social change: het belang van communities en engagement
Gaming en music en memes
Social media gebruik in Nederland:
- Whatsapp is het grootste platform, gevolgd door Facebook, YouTube, Instagram en
LinkedIn. Omdat er geen marketingmogelijkheden zijn bij Whatsapp en het meer een
communicatiemiddel is, wordt het binnen dit vak niet gezien als sociaal netwerk.
- Men maakt steeds intensiever gebruik van social media
- TikTok groeit hard en is de winnaar qua gebruik
Belangrijkste functies van social media:
1. Social community: kanalen gericht op het vormen van relaties (connecties)
2. Social publishing: kanalen gericht op het produceren en verspreiden van content
3. Social commerce: kanalen gericht op het kopen en verkopen van producten en
diensten
4. Social entertainment: kanalen gericht op het entertainen van het publiek.
De kanttekening van dit model is dat het veel overlap heeft. Het is niet zwart op wit, en veel
social media kanalen kunnen in meerdere groepen vallen.
Dit model laat ook weer zien dat het lastig is om social media in te delen, omdat social media
zo snel verandert, maar ook omdat het afhankelijk is van de manier van gebruik.
Social Presence Theory: op basis van deze theorie kun je verschillende
communicatiemiddelen ranken op sociale aanwezigheid. Naarmate er meer sociale presence
is, is het communicatiemiddel meer geschikt voor (inter)persoonlijke, relationele en
persuasieve communicatie. Social presence = de mate van interpersoonlijk contact …
Media Richness Theory: Is een theorie die communicatiemiddelen beschrijft aan de hand van
de mogelijkheid om verzonden informatie te reproduceren en te verwerken. Bepaalde
informatie is makkelijker door te sturen of te verwerken dan andere informatie. Verschillende
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