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Generation Z verstehen und erreichen. Welchen Einfluss hat das Influencer-Marketing auf das Kaufverhalten junger Follower?

Generation Z verstehen und erreichen. Welchen Einfluss hat das Influencer-Marketing auf das Kaufverhalten junger Follower?

          
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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Nürtingen, Sprache: Deutsch, Abstract: Das Ziel dieser wissenschaftlichen Arbeit ist der Erkenntnisgewinn, welchen Einfluss das Influencer-Marketing auf das Kaufverhalten der Konsumenten der Generation Z hat. Im Fokus steht unter anderem, Aufschluss darüber zu gewinnen, über welchen Kanal die Generation Z am zugänglichsten für Influencer-Marketing ist und ob damit die Bedarfsentstehung nach einem Konsumgut einhergeht. Ein weiterer Schwerpunkt dieser Arbeit liegt darin, das Vertrauen der Generation Z gegenüber Influencern einordnen zu können, um in dessen Konsequenz die Erkenntnis zu erlangen, wie sich das entgegengebrachte Vertrauen auf die Kaufentscheidung auswirkt. Überdies ist die Feststellung zu machen, ob die Reichweite eines Influencers ausschlaggebend für den Einfluss auf das Kaufverhalten der Generation Z ist. Auf Basis der geschilderten Problemstellung sowie der dargestellten Zielsetzung gilt es, folgende Forschungsfrage im Verlauf dieser Arbeit umfassend zu ergründen und zu beantworten: "Welchen Einfluss hat das Influencer-Marketing auf das Kaufverhalten der Generation Z?" Um die Forschungsfrage beantworten zu können, wird in dieser wissenschaftlichen Arbeit im ersten Schritt die bestehende Literatur genutzt, um die vorhandenen Erkenntnisse einzuordnen. Auf Basis dieser wird eine quantitative Forschung im Rahmen einer Online-Befragung durchgeführt. Dabei wird die Online-Umfrage auf Grundlage der literaturgestützten Hypothesen erstellt. Die Erhebung wird anschließend mit einer Stichprobe der Generation Z durchgeführt und ausgewertet. Hiernach werden die Hypothesen verifiziert oder gegebenenfalls falsifiziert.


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Product Details
  • ISBN-13: 9783346756695
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 104
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3346756696
  • Publisher Date: 02 Sep 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr


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Generation Z verstehen und erreichen. Welchen Einfluss hat das Influencer-Marketing auf das Kaufverhalten junger Follower?
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