This report gives an insight into the topic influencer marketing in the equine industry in Germany, the Netherlands and Great Britain. Influencer marketing is a marketing trend using persons on social media to influence their followers. It is a big hype everyone should be aware of, but unfortunately …

One of the main causes of numerous health problems is a lack of physical activity. To promote a more active lifestyle, the Hanze University started a health promotion program. Participants were motivated to reach their daily goal of physical activity by means of an activity tracker in combination with …

Previous research about parents’ mediation of their young children’s (digital) media use has predominantly focused on the different types, determinants, and effectiveness of parental mediation strategies. Although research on parents’ perceived mediation concerns and competences is scarce, it is known …

Firms increasingly use social network sites to reach out to customers and proactively intervene with observed consumer messages. Despite intentions to enhance customer satisfaction by extending customer service, sometimes these interventions are received negatively by consumers. We draw on privacy regulation …

In face-to-face social interactions, blind and visually impaired persons (VIPs) lack access to nonverbal cues like facial expressions, body posture, and gestures, which may lead to impaired interpersonal communication. In this study, a wearable sensory substitution device (SSD) consisting of a head mounted …

‘Old’ marketing, such as flyers and newspaper ads, did not work that well anymore for Sport2000 Bakker, and was becoming too expensive. They assumed that social media would be a cheaper, more effective, and goal-oriented marketing tool. Sport2000 Bakker was also seeking more customer participation and …

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 explores the ways in which third wave feminist organisations can influence mass media coverage in their favour. Social movements are dependent on mass media in order to thrive. Mass media legitimises social movement’s claims, broadens the scope of conflict and mobilises the public (Gamson …

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 …

In this research, which is part of my PhD research into the influence of the use of social media in higher education, I have lessened the amount of variables, from Tinto’s integration theory. By including only the best-proven predictive variables, based on previous studies, I avoid the capitalization …