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Hat die Werbekennzeichnungspflicht bei kommerziellen Beiträgen von Influencern negative Auswirkungen auf die Kundenbindung?: Eine Analyse der Situation Instagrams

Hat die Werbekennzeichnungspflicht bei kommerziellen Beiträgen von Influencern negative Auswirkungen auf die Kundenbindung?: Eine Analyse der Situation Instagrams

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Ziel der Seminararbeit ist es, herauszufinden, ob die Werbekennzeichnungspflicht bei kommerziellen Beiträgen von Influencern auf Instagram negative Auswirkungen auf die Kundenbindung hat. Um diese Fragen zu beantworten, wird eine quantitative Umfrage in Form eines Online-Fragebogens durchgeführt. Die Hausarbeit stützt sich auf Fachliteratur aus den Bereichen Marketing, Online-Marketing und Social Media. Durchschnittlich 138 Minuten verbrachten Internetnutzer im Alter von 16-64 Jahren im Jahr 2018 täglich in sozialen Netzwerken. Die Fülle der Anwendungen, welche die sozialen Netzwerke bieten, ist dabei nicht mehr überschaubar. Plattformen wie zum Beispiel Instagram bieten jedem Nutzer die Möglichkeit, selbst aktiv zu sein, sich auszutauschen und sind damit ein wichtiges Kommunikationsmedium für Privatpersonen und Unternehmer. Noch nie war es so einfach eigene Inhalte zu generieren und auszutauschen. Gerade für Unternehmen öffnen sich auf diversen Plattformen im Internet neue Kanäle des Marketings und der Kundenkommunikation. Eine Form der Kommunikation, welche bei Unternehmen immer mehr in den Fokus rückt, ist das Influencer-Marketing. Doch gerade, weil es so einfach ist Inhalte zu verbreiten, ist Vorsicht geboten. Dies beweisen mehrere Gerichtsprozesse aus der Vergangenheit, bei denen Influencer angeklagt waren, weil sie Produkte auf ihrem Instagram-Profil platziert haben, ohne dass die Beiträge als Werbung gekennzeichnet wurden.


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Product Details
  • ISBN-13: 9783346053053
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Weight: 68 gr
  • ISBN-10: 3346053059
  • Publisher Date: 03 Oct 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Analyse der Situation Instagrams
  • Width: 148 mm


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Hat die Werbekennzeichnungspflicht bei kommerziellen Beiträgen von Influencern negative Auswirkungen auf die Kundenbindung?: Eine Analyse der Situation Instagrams
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