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digitale Kaufverhalten der Generation Z. Welchen Einfluss hat Influencer-Marketing?

digitale Kaufverhalten der Generation Z. Welchen Einfluss hat Influencer-Marketing?

          
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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fachhochschule Bonn-Rhein-Sieg in Sankt Augustin, Sprache: Deutsch, Abstract: Um den tatsächlichen Einfluss der Influencer auf das Kaufverhalten der Generation Z zu messen, wird in der vorliegenden Arbeit neben der Literaturrecherche eine Onlineumfrage durchgeführt, anhand derer der Zusammenhang deskriptiv ausgewertet wird. Das Ziel der Verfasserin besteht darin, Daten als Entscheidungsgrundlage für Unternehmen zwecks Gestaltung des zukünftigen Marketings zur Verfügung zu stellen. Unternehmen, sowohl als Marken- als auch als Arbeitgeber, stehen unter dem zunehmenden Druck, zu verstehen, wer diese neuen Konsumenten sind und was sie wollen. Anhand der Arbeit soll verdeutlicht werden, welchen Einfluss und Stellenwert das Influencer-Marketing für die Generation Z hat und inwieweit eine Beeinflussung durch Meinungsführer gegeben ist. Bedingt durch die zunehmende Nutzung des Web 2.0 stehen Unternehmen vor der Herausforderung, ihre Marketingstrategien an den Wandel anzupassen und neue Wege zu finden, um ihre Zielgruppen neben klassischen Werbekanälen zu erreichen. Aufgrund der Digitalisierung ist es schwierig, die Aufmerksamkeit von insbesondere jüngeren Generationen mit herkömmlicher Werbung zu erreichen. Die Generation Z, die ausschließlich digital aufgewachsen ist, stellt den neuen potenziellen Konsumenten dar und bahnt als Zielgruppe der Unternehmen ihren Weg in die Konsumlandschaft an. Wegen ihrer hohen Kaufkraft wird es für Unternehmen essenziell sein, mehr über das Kaufverhalten zu erfahren und die Marketingstrategien im Unternehmen danach auszurichten. Die Generation Z ist ohne Unterscheidung in Offline- und Onlinebereich aufgewachsen. Ihre Mitglieder verbrachten Ende 2018 durchschnittlich 4 Stunden und 15 Minuten pro Tag am Smartphone, wobei 95 % von ihnen ein solches Gerät besitzen. Demnach wird es umso bedeutsamer, innerhalb des Unternehmens geeignete Market


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Product Details
  • ISBN-13: 9783346590237
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 124
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3346590232
  • Publisher Date: 25 Oct 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 172 gr


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