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Influencer auf Instagram. Eine Untersuchung zur Wirkung von realen und virtuellen Influencern in den sozialen Medien

Influencer auf Instagram. Eine Untersuchung zur Wirkung von realen und virtuellen Influencern in den sozialen Medien

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,3, Hochschule für Technik Stuttgart, Sprache: Deutsch, Abstract: Die vorliegende Arbeit untersucht die Wirkung von Influencern auf ihre Anhängerschaft (engl.: Follower). Dabei wird die Wirkung der Influencer in Abhängigkeit ihrer unterschiedlichen optischen Realitätsausprägungen (real versus virtuell) gegenüber der wahrgenommenen Glaubwürdigkeit sowie ihrem Einfluss auf die Kaufabsicht untersucht. Außerdem wird durchleuchtet, welchen Einfluss die wahrgenommene Authentizität eines Influencer in diesem Zusammenhang hat. Das Untersuchungsumfeld stellt die Social-Media-Plattform Instagram dar. Im Rahmen der theoretischen Grundlagen werden die relevanten Faktoren des Influencer-Marketings im Zusammenhang mit realen und virtuellen Influencern untersucht und bilden damit das Fundament der anschließenden methodischen Untersuchung. Die Ergebnisse der vorliegenden Studie bilden einen Grundbaustein und geben einen Ausblick auf weiterführende Forschung zu dem aktuellen und bislang weitgehend wenig erforschten Thema der virtuellen Influencer. Nachdem der Leser im ersten Kapitel in das Thema eingeführt wird, werden im Zuge des anschließenden zweiten Kapitels die relevanten theoretischen Grundlagen erläutert. Das zweite Kapitel befasst sich insbesondere mit der Definition von virtuellen und realen Influencern in der Umgebung des Influencer-Marketings. Weiter werden in Kapitel zwei die zentralen Begriffe des Forschungsmodells erklärt, im Besonderen die Begriffe der Kaufabsicht, der Glaubwürdigkeit sowie der Authentizität. Kapitel 3 stellt schließlich das Forschungsmodell vor und präsentiert die hierfür entwickelten und zu prüfenden Hypothesen. Daran anknüpfend wird im vierten Kapitel die der Studie zugrundeliegende Methodik präsentiert, wobei das Forschungsdesign und die Operationalisierung fokussiert behandelt werden. Die Darstellung der Ergebnisse erfolgt in Kapitel 5 und wird schließli


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Product Details
  • ISBN-13: 9783346311115
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 108
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3346311112
  • Publisher Date: 26 Jan 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 149 gr


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Influencer auf Instagram. Eine Untersuchung zur Wirkung von realen und virtuellen Influencern in den sozialen Medien
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