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Erfolgsrezept Influencer, Mehrwert durch authentischen Content, Verantwortung der Influencer

Erfolgsrezept Influencer, Mehrwert durch authentischen Content, Verantwortung der Influencer

          
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About the Book

Einsendeaufgabe aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, SRH Fernhochschule (SPIEGEL Akademie / SRH Fernhochschule), Sprache: Deutsch, Abstract: Auf Social-Media-Kanälen wie Instagram oder Facebook boomt Werbung mit sogenannten Influencern. Gegen Bezahlung bewerben und empfehlen sie Produkte oder Dienstleitungen im Netz. Doch wie ist die allgemeine Anerkennung zu erklären und welchen Art von Einfluss haben sie auf ihre Follower? Influencer der Unterhaltungsbranche haben im Jahr 2017 die meisten Follower mit durchschnittlich 76.118 weltweit. Darauf folgen die Fitness Branche mit durchschnittlich 60.368 Followern, die Reise Branche mit 53.937, die Fashion Branche mit 52.806 und anschließend die Beauty Branche mit 43.759 Followern. Doch auch die Bereiche Business, Essen und Trinken, Home und Lifestyle, Fotografie sowie die Kunst und Design haben zwischen 15.927 und 33.035 Follower in den sozialen Medien. Im Zusammenhang mit den neuen Werbetestimonials bzw. Influencern werden besonders häufig Youtube und Instagram genannt, auch wenn Facebook der relevantere Kanal zu sein scheint. Zudem nutzen im Januar 2018 66% der weltweit befragten Unternehmen die Social Media Plattform Instagram. Obwohl Facebook als Social Media Kanal mit 58,7% von den Deutschen täglich öfter genutzt wird als Instagram mit 30,1% und Youtube mit 25,7%, wird in dieser Arbeit hauptsächlich auf Instagram-Influencer eingegangen, da hier einerseits mehr Relevanz auf die Erhebung von Statistiken (siehe Statista Statistiken) gelegt wird und zweitens die deutschen Influencer auf Instagram zahlreich und erfolgreich vertreten sind. Zudem zeigt folgende Analyse die zunehmende Bedeutung von Instagram: Für das Jahr 2017 wurde ein Wachstum in Deutschland von rund 26%, was in etwa einem Zuwachs von elf Millionen Nutzern entspricht, prognostiziert. Bis 2021 wird die Nutzerzahl in Deutschland bereits auf über 16 Millionen Nutzer gesc


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Product Details
  • ISBN-13: 9783346159908
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346159906
  • Publisher Date: 10 Apr 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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