Profile paper with the main question: “To what extent do influencers influence the online purchasing behavior of high school students from 2020 to the present?”
The profile paper is written in English. The document is structured as follows: Table of contents, Introduction, Chapter 1 - Regula...
How does an influencer influence
purchasing behavior?
To what extent do influencers influence the online purchasing behavior of high school
students from 2020 to the present?
,Table of contents
Introduction............................................................................................................................................3
Chapter 1 - Regulations..........................................................................................................................4
Rules...................................................................................................................................................4
What is an influencer?........................................................................................................................5
Regulations.........................................................................................................................................6
Advertisement....................................................................................................................................6
Commissariaat voor de Media............................................................................................................7
NICAM................................................................................................................................................7
Monitoring..........................................................................................................................................8
Conclusion..........................................................................................................................................8
Chapter 2 - Influence..............................................................................................................................9
Types of influencers............................................................................................................................9
Collaboration......................................................................................................................................9
Positive or negative?..........................................................................................................................9
Conclusion........................................................................................................................................10
Chapter 3 – Social Media......................................................................................................................11
Statistics...........................................................................................................................................11
Advertising on social media..............................................................................................................11
TikTok...............................................................................................................................................12
Instagram..........................................................................................................................................12
YouTube............................................................................................................................................12
Conclusion........................................................................................................................................13
Chapter 4 – Purchasing behaviour........................................................................................................14
What do students buy?....................................................................................................................14
Differences between students and adults........................................................................................14
Trends...............................................................................................................................................15
Conclusion........................................................................................................................................15
Chapter 5 – Companies and influencers...............................................................................................17
Collaboration....................................................................................................................................17
Why collaborate...............................................................................................................................17
Research...........................................................................................................................................17
Conclusion........................................................................................................................................18
Conclusion............................................................................................................................................19
Epilogue................................................................................................................................................20
Introduction
My main research question is: “To what extent do influencers influence the online purchasing
behavior of high school students from 2020 to the present?”
Young people have to deal with influencers almost every day on platforms such as YouTube,
Instagram, TikTok and Snapchat. Most people, especially teenagers, are influenced by
influencers almost every day.
I am curious to see whether high school students are more likely to buy something because
they see this from an influencer, how great an influencers influence is and whether many
high school students are being influenced. In this paper I will investigate this.
My objective is to find out whether influencers influence the online purchasing behavior of
high school students. With this paper I would like to answer this question as accurately as
possible, and that is why I have five sub-questions to my main question:
1. What are influencers and what regulations are there?
2. What is the influence of influencers on students?
3. Which social media do students use most, and how are they advertised?
4. What is the purchasing behavior of students like?
5. How do companies work with influencers?
After answering these sub-questions, I will get back to the main question and draw a
conclusion.
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