Branding through social media and content creators
Research theme
In a dynamic media environment, (retail) brands strive to enhance brand awareness and establish a cohesive image across all channels. With a plethora of options available—both offline and digital—for engaging clients, the challenge lies in effectively reaching the right audience amidst a saturated media landscape. Today’s consumers are more critical than ever, demanding advertising that resonates with them. Hence, advertisers must explore formats that align with the preferences of their target demographic. Social media, particularly through partnerships with content creators, emerge as a promising avenue for cultivating meaningful connections.
Branding through social media, influencers and podcasts
What are we researching and for whom?
How to effectively use social media, influencers, podcasts and metaverse in your branding? How do consumers perceive this? And where lie the greatest challenges and opportunities? We help brands get the most out of their social media marketing.
Desired outcome
Through this program, our aim is to assist brands in refining their social media marketing strategies. We delve into the impact of branding across various channels such as social media, influencers and podcasting. We do this by gaining insights into:
- the use of these platforms;
- how consumers experience branding through these platforms;
- the strategies brands apply when using social media, podcasting, and metaverse for branding;
- the impact and ethical implications of branding through these platforms,
- the impact of social media, influencers and podcasts on consumers’ opinions and lifestyles.
Research lines
Sociale media & influencermarketing
Since 2019, the Social Media and Influencermarketing (SMI) Barometer has been delivering the latest insights into the status of social media and influencer marketing in Belgium. Positioned as a benchmark for brands, the SMI Barometer offers ongoing evaluations of the use and impact of social media, influencer marketing, and podcasts among young Belgians aged 16-39. Conducting this research annually enables us to stay attuned to the dynamic landscape of social media and influencer marketing, identify emerging trends, and closely monitor evolving patterns.
Podcasts as branding tool
The surging popularity of podcasts has captivated the interest of brands, while podcast creators seek avenues to monetize their content. Our research is dedicated to understanding the ramifications of branding through podcasts, examining its impact on the brand, the podcast creator, and the consumer. Additionally, we explore the effectiveness and ethical dimensions of various advertising strategies employed in the podcasting landscape.
Research in the spotlight
Research projects and realisations
Be inspired by our research projects and concrete achievements and publications of Branding through social media and content creators that truly make a difference.
Team
Marijke De Veirman
Laurien Desimpelaere
Eveline Mollaert
Collaborate with us
We stand for learning together, researching together, and developing together. Our students, lecturers and researchers will get to work for you, tailored to your needs. Find out what we can do for each other!
Services for companies and organisations
We engage in diverse forms of collaboration with our professional sector for research and innovation. Varying in intensity, flows of financing, term, and finality: Collaborative Research Agreements, collaborations via co-financing or with external project funding, collaboration via participation in design sessions, advisory committees, etc. For future research projects we are constantly looking for partners active in the sector. Interested in collaborating with us?
Blikopener
Are you an entrepreneur of an SME or a social profit organisation? Thanks to Blikopener of the Flemish Agency Entrepreneurship and Innovation (VLAIO) we can support you without any obligation in your search for solutions to practical problems or questions. We put our practice-oriented research results and experts at your disposal.
Discover our labs
You can visit our labs to get acquainted with the latest technologies and innovations. Our experts will work with you on a specific question, formulate tangible recommendations, and develop custom prototypes. They are open spaces where there is room for experimentation, co-creation, and creativity.
Request your custom solution
We help you formulate your specific research question and the desired approach.
About expertise centre Communication, Media, and Design
Our practical research focuses on organisations and professionals who anticipate the challenges of the digital society through innovation and development. Together with our partners, we learn, research, and develop by means of user research, technology research, technology and trend analysis, design and prototyping.
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