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Mikro-Influencer in der Musikindustrie. Modernes Nischenmarketing am Beispiel des Progressive Metal

Mikro-Influencer in der Musikindustrie. Modernes Nischenmarketing am Beispiel des Progressive Metal

          
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About the Book

Interpersonelle Kommunikation beeinflusst bewiesenermaßen schon seit Anfang der 1960er Jahre die Art und Weise, wie Kaufentscheidungen getroffen werden. Durch das Überangebot, das durch die Anpassung von Produkten auf spezielle Zielgruppensegmente bzw. Marktnischen verursacht wird, entsteht zusätzlich ein konfuses Kaufverhalten. Das schiere Überangebot verwirrt die Konsumenten, welche sich dann für die Kaufentscheidung Rat und Hilfe suchen. Diese Hilfe finden sie bei sogenannten "Influencern". Diese Meinungsführer bieten innerhalb der Produktvielfalt eine Hilfestellung, indem sie subjektive Meinungen äußern, die die Konsumenten in ihrem Verhalten und der Kaufentscheidung beeinflussen können. Doch was genau birgt dieser Begriff? Welche Definition lässt sich für "Influencer" genau festlegen? Insbesondere im Marketing ist "Influencer" ein spannender Begriff, mit dem sich Marketer weltweit beschäftigen und den sie auf Relevanz für ihr Portfolio überprüfen. Dieses Buch soll die Frage klären, wie die Definition der "Influencer" zu deuten sein kann und inwiefern "Influencer-Marketing" am Beispiel der Musikindustrie für Produktnischen relevant ist.
About the Author: Christian Dotzer wurde 1991 in Salamá, Guatemala geboren. Bereits seit früher Kindheit zeigte sich seine Liebe zur Musik, weshalb er 2013 sein Studium der Audio-Production an der SAE Frankfurt/Middlesex-University mit dem akademischen Grad Bachelor of Arts (Honours) abschloss. Während des Studiums entdeckte der Autor seine Faszination für die digitale Welt und sammelte umfassende Erfahrungen in der Musikvermarktung und den Möglichkeiten der sozialen Medien. Das veranlasste ihn, seine Kenntnisse bezüglich des Online-Marketings zu vertiefen, nebst eigenen Projekten, wie zum Beispiel die Gründung des Onlineradios "Radio Fiveboy". Um seine Qualifikation zu erweitern und mehr in die Materie des "Digital Marketings" einzutauchen, schloss er 2017 einen weiteren Bachelor of Arts an der Popakademie Baden-Württemberg im Studium Musikbusiness - mit dem Schwerpunkt Digital Innovation Management - ab. Im Rahmen dieses Studiums sammelte er weitergehende Erfahrungen bei der Zusammenarbeit an Projekten mit Red Bull Mobile und Four Music Berlin. Fasziniert von den wirtschaftlichen Ausprägungen digitaler Medien und der möglichen Anwendung für Vermarktungszwecke, suchte sich der Autor eine Tätigkeit in der alternativen Werbung, wo er zurzeit als Projektmanager für Online-Kampagnen beschäftigt ist.


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Product Details
  • ISBN-13: 9783961465415
  • Publisher: Lightning Source UK Ltd
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr
  • ISBN-10: 396146541X
  • Publisher Date: 13 Jun 2017
  • Height: 210 mm
  • No of Pages: 88
  • Spine Width: 5 mm
  • Width: 148 mm


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