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Wetenschappelijke Verhandeling UNIVERSITEIT GENT FACULTEIT POLITIEKE EN SOCIALE WETENSCHAPPEN PR enters the blog entries. Een verkennend onderzoek naar de receptiviteit van de Vlaamse blogosphere ten aanzien van Public Relations en naar opinion leadership van bloggers. Wetenschappelijke verhandeling aantal woorden: 24.925 Marie Lemaître MASTERPROEF COMMUNICATIEWETENSCHAPPEN afstudeerrichting COMMUNICATIEMANAGEMENT PROMOTOR : (PROF.) DR. Lieven De Marez COMMISSARIS : (PROF.) DR. Dimitri Schuurman COMMISSARIS : (PROF.) DR. Pieter Ugille ACADEMIEJAAR 2009 - 2010 1 Abstract Consumenten staan kritischer tegenover reclame en keren zich meer en meer af van traditionele media. Ze hechten meer belang aan de opinie van mensen zoals hen (hun peers). Nu we meer en meer ook online opinies zien verschijnen wordt het belang van sociale media, en daarbinnen blogs, groter. Er zou een kleine groep bloggers zijn die hierbinnen meer invloed uitoefent dan anderen, de opinion leaders. PR-firma’s en –departementen richten hun aandacht nu ook op hen, om op een alternatieve manier hun doelgroep te bereiken, maar doen dit veelal op de verkeerde manier. In deze exploratieve studie willen we via kwalitatieve en kwantitatieve onderzoeksmethodes een licht schijnen op wat een blogger credibel maakt en of er een impact is van diens meningen over merken op de merkattitudes van bloglezers. We onderzoeken ook de beste manier voor PR- personen om bloggers te bereiken. We vonden dat expertise en aantal links naar de blog de belangrijkste criteria waren voor geloofwaardigheid van bloggers. Eveneens ontdekten we dat PR-bureaus bloggers op een eerlijke, transparante manier moeten bereiken, met oog op een lange termijn relatie. 2 Inhoudstabel INLEIDING DEEL 1 LITERATUURSTUDIE 1 Opinion leadership theorie ....................................................................................... 1.1 Geschiedenis en concept ............................................................................ 1.2 Klassieke kenmerken van opinion leaders .................................................... 2 eWOM 2.1 Democratisatie van content ....................................................................... 2.2 Verschil tussen WOM en eWOM .................................................................. 2.3 Influencers in eWOM ................................................................................. 2.4 Online opinion seeking .............................................................................. 2.5 Offline kanalen versus online kanalen .......................................................... 3 Eigenschappen van blogs ......................................................................................... 4 Blogger opinion leaders ........................................................................................... 4.1 concept en studies .................................................................................... 4.2 Motivaties om te bloggen ........................................................................... 4.3 Praktische criteria voor invloed ................................................................... 4.4 Soorten invloedrijke bloggers ..................................................................... 4.4 Kenmerken van invloedrijke bloggers .......................................................... 5 Bedrijven in de wereld van sociale media ................................................................... 6 PR gericht naar bloggers ......................................................................................... 6.1 De verandering in PR door sociale media ..................................................... 6.2 Bloggers zijn geen journalisten ................................................................... 6.3 PR in de blogosphere ................................................................................ 6.3.1 Bepalen van de doelgroep ............................................................ 6.3.2 De invloedrijke blogger zoeken ..................................................... 6.3.3 Lees de blogs ............................................................................. 6.3.4 Comment op de blogs ................................................................. 6.3.5 De opmaak van het bericht .......................................................... 6.3.6 De Pitch ..................................................................................... 6.3.7 Product reviews .......................................................................... 6.3.8 Relaties met bloggers .................................................................. DEEL 2 ONDERZOEKSMETHODEN ........................................................................................... 1 Inleiding en centrale onderzoeksvraag ...................................................................... 2 Onderzoeksopzet .................................................................................................... 3 Data analyse .......................................................................................................... DEEL 3 ONDERZOEKSRESULTATEN.......................................................................................... 1 Kwantitatief luik ..................................................................................................... 1.1 Profiel van de bloglezers ............................................................................ 1.1.1 Survey 1 .................................................................................... 1.1.2 Impact panel .............................................................................. 1.1.3 survey 2 .................................................................................... 1.2 Resultaten impact panel ............................................................................ 1.2.1 Pretest en posttest ...................................................................... 1.2.2 Impact ...................................................................................... 1.2.3 Conclusie impact panel ................................................................ 1.3 Resultaten survey 1 .................................................................................. 1.3.1 Blogleesgedrag ........................................................................... 1.3.2 Vertrouwen in informatie op blogs (N: 75) ..................................... 1.4 Resultaten survey 2 .................................................................................. 3 1.4.1 Blog opinion seeking ................................................................... 1.4.2 Geloofwaardigheidstellingen ......................................................... 1.4.3 Rangschikking van de geloofwaardigheidscriteria ............................. 1.5 Conclusie kwantitatief luik .......................................................................... 3 Kwalitatief luik ....................................................................................................... 3.1 Resultaten kwalitatief vooronderzoek en onderzoek: diepte-interviews ............. 3.1.1 Blogger opinion leaders ............................................................... 3.1.2 Blogger relations ........................................................................ 3.1.3 Blogs van PR-bureaus ................................................................. 3.1.4 Een toekomst in twitter? .............................................................. 3.2 Conclusie kwalitatief luik ............................................................................ LIMITATIES EN DISCUSSIE .................................................................................................... LITERATUURLIJST ................................................................................................................ APPENDIX 4 Inleiding We merken het elke dag. Het wereldwijde web neemt constant grotere proporties aan en de content die erop beschikbaar is wordt alsmaar uiteenlopender en daarbinnen specifieker. De mens wordt ook veeleisender, negeert reclame die naar hem toegeduwd wordt en zoekt, meer en meer online, naar die niche-informatie die hem het meeste aanbelangt. Het aantal mediakanalen voor bedrijven om hun doelgroepen te bereiken is uit zijn voegen gebarsten. Tegelijkertijd neemt het belang van traditionele media voor de consument af en die van sociale media toe. Mensen wisselden voorheen al opinies en informatie uit met kennissen en vrienden in beperkte kring. Nu zetten ze hun opinies en ervaringen publiekelijk online, ook over producten en merken, wat de grond vormt voor globale conversaties. Anderen kunnen deze opinies dan consulteren alvorens ze een aankoopbeslissing maken. Meestal is er dan een kleine groep mensen die deze opinies online zet en zo invloed kan hebben op een grotere groep mensen die deze opinies leest. Blogs, maken deel uit van sociale media, en consumenten komen hier ook op terecht wanneer ze zoeken naar productinformatie geschreven door een onafhankelijke stem. Bloggers zouden dus ook een invloed kunnen uitoefenen op de aankoopbeslissingen van consumenten. En aangezien de invloed van traditionele media taant, richten de ogen van de PR-bureaus en de PR-departementen zich op blogs, in de hoop zo hun doelgroep op een efficiëntere manier te kunnen bereiken en te beïnvloeden. Bloggers zijn evenwel geen journalisten, en lijken dus een andere PR- aanpak te vereisen. Dit verkennend onderzoek werkt vanuit de opinion leader theorie en heeft tot doel een beeld te schetsen van de impact die de mening
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