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OE39a Onderzoeksvaardigheden (cijfer 7,5!)
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Dit document is gemaakt voor het vak onderzoeksvaardigheden OE39a. Het behaalde cijfer is een 7,5.
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Influencer marketing in de B2B-sector
31-01-2022
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Gemaakt door: Dario Mulder
Studentnummer: 650868
Klas: ROBSMAVT3B
Hogeschool Inholland, Business Studies
OE39a Onderzoeksvaardigheden
1
,Voorwoord
Voor u ligt het Onderzoeksverslag ‘Influencer marketing in de B2B-sector’. Dit onderzoek is uitgevoerd
voor het vak onderzoeksvaardigheden binnen de opleiding Business Studies van Hogeschool Inholland.
In dit onderzoeksrapport vindt u de uitkomsten van een literatuurstudie en een plan van aanpak om
uiteindelijk praktijkonderzoek te doen over het onderwerp Influencer marketing. Het onderzoek is
uitgevoerd door Dario Mulder.
Door het opstellen van de literatuurstudie en plan van aanpak heb ik nieuwe kennis opgedaan over
influencer marketing binnen de B2B-sector en heb ik mijn onderzoek vaardigheden verder kunnen
ontwikkelen.
Ik wens u veel leesplezier toe!
Dario Mulder
Zoetermeer, 31 januari 2022
2
, Inhoudsopgave
.................................................................................................................................................................1
Voorwoord...................................................................................................................................................2
1. Inleiding...................................................................................................................................................4
1.1 Introductie.........................................................................................................................................4
1.2 Leeswijzer..........................................................................................................................................4
2. Probleemanalyse.....................................................................................................................................5
2.1 Probleemanalyse...............................................................................................................................5
2.2 Afbakening.........................................................................................................................................5
2.3 Doelstelling........................................................................................................................................6
3. Hoofd- en deelvragen.............................................................................................................................6
4. Theoretisch kader....................................................................................................................................7
4.1 Wat is het verschil tussen B2B en B2C influencer marketing?...........................................................7
4.2 Wat zijn volgens de literatuur belangrijke factoren bij het gebruik maken van influencer marketing
in de B2B-sector?.....................................................................................................................................8
4.3 Consequenties onderzoek..................................................................................................................9
5. Onderzoeksmethodologie.......................................................................................................................9
5.1 Onderzoeksdesign............................................................................................................................10
5.2 Selectieprocedure van participanten...............................................................................................10
5.3 Dataverzameling/-analyse...............................................................................................................10
5.4 Ethische aspecten............................................................................................................................10
5.5 Kwaliteitsaspecten...........................................................................................................................11
5.6 Onderbouwing topics.......................................................................................................................11
6. Vragenlijst..............................................................................................................................................11
7. Bronnenlijst...........................................................................................................................................13
Bijlagen......................................................................................................................................................14
Bijlage 1: Onderzoekstabel....................................................................................................................14
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