The Netherlands Universities Foundation for International Cooperation (Nuffic) conducted a study (van Gaalen, Hobbes, Roodenburg, & Gielesen, 2014) into institutional policy on internationalization in 2014 in the Netherlands. This study included most Dutch Higher Education Institutions (HEIs). Of these, 27 (59%) had a internationalization central-level plan, eight (17%) were developing such a plan, whilst seven (15%) did not have a separate central- level plan. Only four of the HEIs (9%) in the study did not have a central-level internationalization policy. It can be concluded that the penetration of internationalization in terms of policy is high in the Netherlands. This article is a part of an extensive research project developed by the International Business Centre of Expertise at the HAN University of Applied Sciences and traces the recent institutional developments within the context of its strategic planning and internationalization policies. In particular, this article deals with the “Student Mobility“ dimension of the CIGE model (CIGE, 2013).
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Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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