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Social Bots als strategisches Instrument im Influencer-Marketing. Ein Versuch zur automatisierten Generierung von Followern auf Instagram

Social Bots als strategisches Instrument im Influencer-Marketing. Ein Versuch zur automatisierten Generierung von Followern auf Instagram

          
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About the Book

Masterarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Mediadesign Hochschule für Design und Informatik GmbH Berlin, Sprache: Deutsch, Abstract: Jahrelang waren Suchmaschinen und Werbebanner probate Instrumente im Online-Marketing. Zusätzlich hat das massive Wachstum von sozialen Netzwerken in den letzten Jahren einen neuen Kanal für Unternehmen geschaffen, auf dem sie für ihre Produkte werben können. Denn potentielle Kunden haben das Smartphone immer griffbereit und soziale Medien werden zur Litfaßsäule 2.0. Eine der jüngsten Entwicklungen für das Werben in sozialen Netzwerken stellt das Influencer-Marketing dar. Hierbei werden der Einfluss und die Reichweite von Meinungsführern (Influencer) genutzt, um eine Werbebotschaft in sozialen Medien und Netzwerken zu verbreiten. Eine große Reichweite ist dabei gleichzusetzen mit einer großen Follower-Anzahl auf Social-Media-Kanälen wie Facebook, YouTube und Instagram. Oftmals handelt es sich bei Influencern um Prominente, wie z. B. Schauspieler, die aufgrund ihrer Bekanntheit eine Vielzahl an Followern vorweisen können. Je-doch gibt es auch Influencer, die sich mittels interessanter Inhalte auf ihren Kanälen und durch intensive Aktivitäten in sozialen Netzwerken selbstständig eine große Reichweite aufgebaut haben. Dass die Reichweite der Influencer und damit der potentielle Einfluss in erster Linie über die Anzahl der Follower definiert werden, birgt jedoch auch Nachteile. Eine hohe Reichweite lässt sich über gekaufte Fake-Follower leicht vortäuschen. Neben zahlreichen Angeboten im Internet können in Russland Fake-Follower und Fake-Likes sogar an Automaten im Einkaufszentrum erworben werden. Da es sich bei dieser Art von Fake-Followern allerdings nicht um echte, menschliche Nutzer handelt, ist fraglich, ob hierdurch langfristig der Status eines echten Influencers erreicht werden kann. Daher verfolgen Social Bots einen anderen Ansatz. Dabei


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Product Details
  • ISBN-13: 9783668781818
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 96
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668781818
  • Publisher Date: 21 Aug 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 136 gr


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Social Bots als strategisches Instrument im Influencer-Marketing. Ein Versuch zur automatisierten Generierung von Followern auf Instagram
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Social Bots als strategisches Instrument im Influencer-Marketing. Ein Versuch zur automatisierten Generierung von Followern auf Instagram
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