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Erfolgspotentialen digitaler Influencer-Marketing-Strategien aus Unternehmensperspektive. Eine Analyse

Erfolgspotentialen digitaler Influencer-Marketing-Strategien aus Unternehmensperspektive. Eine Analyse

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Rheinische Fachhochschule Köln, Sprache: Deutsch, Abstract: In dieser Arbeit wird folgende Fragestellung untersucht: Wie kann die neue Form der Kommunikation für Werbetreibende, das Influencer-Marketing, nutzbar gemacht werden? Was gilt es zu beachten und wie hoch sind die tatsächlichen Erfolgspotenziale dieses neuen Instruments? Klassische Medien sind für Unternehmer lange nicht mehr die einzigen Kanäle, ihre Produkte oder Services zu bewerben. Die heutigen Endkunden sind mündig und informiert. Sie kennen eine Vielzahl Möglichkeiten, die Kanäle zu umgehen. Um Produkte zielgruppengenau zu vermarkten und gleichfalls das Unternehmensimage für gezielte Öffentlichkeitsarbeit zu verbreiten, müssen neuen Wege gegangen und neue Kanäle bespielt werden. Die Nutzung digitaler Kanäle durch Werbetreibende hat in den letzten Jahren stark zugenommen. Auch hier müssen nun neue Pfade beschritten werden, sich von der Masse der Banner- und E-Mail-Werbung abzugrenzen. In einer vernetzten Welt ist Meinung leicht zu teilen. Verschiedene Plattformen, wie Social-Media-Netzwerke (Facebook, Instagram), Videoportale, wie YouTube, oder Blogs bieten Raum, die eigene Meinung zu verbreiten, eigenen Content zu veröffentlichen und in vielen Fällen auch Meinungsaustausch zu betreiben. Heutige Konsumenten sind emanzipiert. Sie informieren sich über alle Kommunikationskanäle hinweg, hinterlassen Beurteilungen und vertrauen selbst auf die Urteile anderer. Personen, die besonders gut vernetzt sind und deren Meinung gerne gelesen, gesehen und/oder gehört wird, entwickeln sich zu Beeinflussern (Influencern). Ihre Meinung ist gefragt und wird geteilt. Was sie für gut und kaufenswert befinden, wird, ähnlich wie die Empfehlung eines Freundes, ebenfalls für gut befunden und bestenfalls gekauft. Werbetreibende entdecken dieses neue Kommunikationsumfeld seit kurzer Zeit für sich. Das Influencer-Market


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Product Details
  • ISBN-13: 9783346363879
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 78
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346363872
  • Publisher Date: 07 Feb 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr


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