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Beoordeeld met een 8,6! - OE42: Literatuurstudie
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Literatuurstudie naar de impact van influencer marketing op consumentengedrag, plus expert-interview
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,TitelpaginaNaam: Robin Bakker
Klas: HABSMAVT4A
Studentennummer: 670439
Email: 670439@student.inholland.nl
OE42: Literatuurstudie
Hogeschool Inholland Haarlem
Opleiding: Bachelor Business Studies
Datum: 14-04-2024
Versie: 1
2
, Inhoudsopgave
Inleiding ..................................................................................................................................................... 4
1. Aanleiding en doel .................................................................................................................................. 5
1.1 Hoofdvraag .................................................................................................................................................... 5
1.2 Deelvragen ..................................................................................................................................................... 5
1.3 Doelstelling .................................................................................................................................................... 5
2. Onderzoeksmethodologie ....................................................................................................................... 6
2.1 Verantwoording deelproblemen literatuur .................................................................................................... 6
2.1.1 Deelvraag 1 ............................................................................................................................................ 6
2.1.2 Deelvraag 2 ............................................................................................................................................ 6
2.1.3 Deelvraag 3 ............................................................................................................................................ 6
2.2 Verantwoording deelprobleem empirisch ..................................................................................................... 6
3. Literatuurstudie ...................................................................................................................................... 8
3.1 Influencer marketing ...................................................................................................................................... 8
Two-step flow model ...................................................................................................................................... 8
3.2 Consumentengedrag ...................................................................................................................................... 8
Theory of Planned Behavior ............................................................................................................................ 9
3.3 Influencer marketing en consumentengedrag ............................................................................................... 9
Invloedsfactoren ............................................................................................................................................. 9
3.4 Samenvatting ............................................................................................................................................... 10
4. Resultaten expertinterview ................................................................................................................... 12
5. Conclusie en visie.................................................................................................................................. 13
5.1 Conclusie ...................................................................................................................................................... 13
5.2 Visie .............................................................................................................................................................. 14
Bibliografie............................................................................................................................................... 16
Bijlagen .................................................................................................................................................... 17
Zoekplan ............................................................................................................................................................. 17
Transcript expert interview ................................................................................................................................ 19
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