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Kooperationsformen im Influencer-Marketing. Vor- und Nachteile für (kleine) Unternehmen

Kooperationsformen im Influencer-Marketing. Vor- und Nachteile für (kleine) Unternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Diese Arbeit soll aufzeigen, welche Kooperationsformen im Influencer-Marketing möglich sind, welche Vor- und Nachteile dabei für das Unternehmen entstehen können und ob sich Influencer-Marketing vor allem für kleine Unternehmen eignet. Das Mediennutzungsverhalten hat sich in den letzten Jahren stark verändert und auch die Werbebranche beeinflusst. So etablierten sich viele neue Wege für eine geeignete Zielgruppenansprache. Doch besonders jüngere Generationen werden im Marketing als schwer kontaktierbar wahrgenommen. Sie nutzen wenige klassische Massenmedien wie Fernsehen, Zeitungen oder Radio und besitzen bei ihrer Online-Nutzung Werbeblocker. Um diese dennoch zu erreichen, müssen sie online und über soziale Kanäle angesprochen werden. Daher entwickelte sich in Deutschland ca. 2016/ 2017 das Influencer-Marketing als Webestrategie für Unternehmen, um wichtige Zielgruppen zu adressieren und dadurch ihre Marketingziele zu erreichen. Soziale Netzwerke spielen deshalb eine immer bedeutendere Rolle, wodurch neue Geschäftsmodelle entstanden sind und Unternehmen in zunehmendem Maß Influencende für Kampagnen einbinden. Als Werbebotschafter*innen müssen Content Creator Produkte oder Dienstleistungen im Rahmen des Influencer-Marketings glaubwürdig und authentisch bewerben. Dieses beschreibt demzufolge "die Planung, Durchführung, Kontrolle und Organisation sämtlicher Aktivitäten mit Einbindung von Influencern/Creators zur Erreichung der Social Media Marketing Ziele von Unternehmen." Zur Durchführung von Werbekampagnen stellen Unternehmen folglich Artikel zur Verfügung, die der Influencende seiner Community präsentiert. Die Webestrategie soll hierbei die Zuschauenden anregen, "bestimmte Produkte, Dienstleitungen oder Marken zu bevorzugen". Mithilfe neuer Technologien, Tools, aber auch spe


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Product Details
  • ISBN-13: 9783346858030
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346858030
  • Publisher Date: 11 Apr 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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Kooperationsformen im Influencer-Marketing. Vor- und Nachteile für (kleine) Unternehmen
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