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Influencer Marketing in sozialen Netzwerken als strategisches Marketinginstrument: Über das Kaufverhalten und seine Beeinflussung

Influencer Marketing in sozialen Netzwerken als strategisches Marketinginstrument: Über das Kaufverhalten und seine Beeinflussung

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Diese Arbeit beschäftigt sich mit dem Influencer Marketing in sozialen Netzwerken als strategisches Marketinginstrument. Zuvor werden zum Verständnis des Lesers die Grundlagen des Influencer Marketings erläutert und in verwandte Marketingbereiche eingeordnet und abgegrenzt. Daraufhin werden die Funktionsweisen der Beeinflussung aufgezeigt, der Markenaufbau anhand von "Kapten & Son" dargestellt und das Kaufverhalten erläutert. Im Anschluss wird eine empirische Untersuchung durchgeführt, um die Wirkungen des Influencer Marketings zu widerlegen beziehungsweise ihnen zuzustimmen oder alternativ zu verifizieren. Ziel dieser Arbeit ist es, einen Einblick in die Bedeutung des Influencer Marketings zu bekommen. Es gilt zu klären, ob Influencer Marketing einen Einfluss auf das Kaufverhalten im sozialen Netzwerk hat. Es soll zudem geprüft werden, ob geschlechts-, alters-, bildungs- und gehaltsspezifische Unterschiede in Bezug auf die Beeinflussung der Kaufentscheidung durch Influencer vorliegen. Weiterhin wird untersucht werden, wie sich das Influencer Marketing positioniert hat, was einen idealen Influencer ausmacht und auf welcher Plattform er sich in welcher Branche am besten positioniert. Der Zweck der empirischen Untersuchung besteht darin, anhand der resultierenden Untersuchungsergebnissen die aufgestellten Hypothesen zu validieren oder zu widerlegen, um darauf basierend zielführende Gestaltungsempfehlungen für das Influencer Marketing erstellen zu können. Ebenfalls wird festgestellt werden können, ob sich das Influencer Marketing auch in Zukunft als wichtiges Marketinginstrument durchsetzen kann. Um ein grundlegendes Verständnis des Influencer Marketings als Kommunikationsinstrument zu ermöglichen, wird im Vorfeld der empirischen Analyse der theoretische Hintergrund des Themenfelds betrachtet.


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Product Details
  • ISBN-13: 9783346002822
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 116
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3346002829
  • Publisher Date: 25 Jul 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Über das Kaufverhalten und seine Beeinflussung
  • Width: 148 mm


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