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Psychologische Faktoren zur Beeinflussung von Kaufentscheidungen. Beeinflussen Influencer Konsumenten?

Psychologische Faktoren zur Beeinflussung von Kaufentscheidungen. Beeinflussen Influencer Konsumenten?

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule Albstadt-Sigmaringen; Sigmaringen, Sprache: Deutsch, Abstract: Um ein Verständnis zu erlangen, ob durch die sechs psychologischen Faktoren von Cialdini eine Beeinflussung der Konsumenten durch Influencer entstehen kann, soll in der vorliegenden Bachelorarbeit folgende Forschungsfrage beantwortet werden: Über welche Faktoren wirken Influencer, um Konsumenten zu beeinflussen? Der Begriff "Influencer" stammt aus der Psychologie und wurde erstmals 1984 von Robert Cialdini erwähnt. Beschrieben wurde ein Influencer als eine vertrauenswürdige, sozial autoritäre Person mit einem konsistenten Verhalten. "Influencer Marketing" wurde ebenfalls von Cialdini 2001 angewendet. Er behauptet, dass durch die stetig zunehmende Komplexität im Alltag und die folglich fehlende Zeit für die Auseinandersetzung mit komplexen Themenfeldern, Menschen sich auf die Empfehlung von beeinflussenden Personen verlassen. Daraufhin identifizierte Cialdini 2006 sechs Faktoren, die das Entscheidungsverhalten von Menschen beeinflussen. Die Anzahl der Internetnutzer in Deutschland beläuft sich im Jahre 2019 auf 62,9 Millionen Personen. Influencer werden seit einigen Jahren gezielt von Unternehmen eingesetzt, da sie durch ihre Reichweite auf einer oder mehreren sozialen Plattformen viele Konsumenten erreichen und ansprechen können. Dies liegt neben vielen Einflüssen unter anderem daran, dass Informationen sich über die sozialen Plattformen schnell ausbreiten können. Influencer schaffen es, authentisch und glaubwürdig gegenüber deren Followern zu wirken. Dieses Auftreten kann die Kaufentscheidung eines Konsumenten beeinflussen und ist somit ein relevanter Erfolgsfaktor der online Marketingstrategie für Unternehmen. Laut Kroeber-Riel und Gröppel-Klein stellen Glaubwürdigkeit und Attraktivität einen entscheidenden Erfolgsfaktor der Influencer dar. Das Wirtsc


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Product Details
  • ISBN-13: 9783346774620
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 134
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3346774627
  • Publisher Date: 14 Nov 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 181 gr


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