Samenvatting

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 the market of influencers is quite unstructured and unprofessional yet. Often, brands are doing just anything in order to follow the trend without knowing how to use influencer marketing in an efficient and effective manner. The goal of this thesis is to make influencer marketing more clear and structured and to explain the chances and criteria for a good influencer marketing strategy. This thesis is especially for brands in the equine industry in Germany, the Netherlands and Great Britain, but also other brands can use this thesis to get an overview about influencer marketing.