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Strategien und Ziele des Influencer Marketings. Risiken und Gefahren für Jugendliche und Heranwachsende, anhand der Social Media Plattform Instagram

Strategien und Ziele des Influencer Marketings. Risiken und Gefahren für Jugendliche und Heranwachsende, anhand der Social Media Plattform Instagram

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, AMD Akademie Mode & Design GmbH (Hochschule Fresenius), Sprache: Deutsch, Abstract: Wie genau das Konzept des Influencer Marketings aufgebaut ist und welche Ziele und Strategien es speziell gegenüber jungen Menschen verfolgt, soll innerhalb dieser Hausarbeit erörtert werden. Dazu wird im ersten Kapitel zunächst ein Überblick über Social-Media- Kanäle im Allgemeinen sowie speziell hinsichtlich der Plattform Instagram gegeben. Anschließend wird erläutert, wie Instagram heutzutage als Marketing - Instrument eingesetzt wird. Das zweite Kapitel beschäftigt sich direkt mit dem Aspekt des Influencer Marketings auf Instagram, sowie dessen Zielen und Strategien und deren anschließender Umsetzung. Zudem erfolgt eine Auseinandersetzung damit, wie speziell die Zielgruppe der Jugendlichen und Heranwachsenden über das Influencer Marketing angesprochen werden. Im dritten Kapitel wird schließlich analysiert, welchen Einfluss das Influencer Marketing auf das Verhalten junger Menschen ausübt. Um dabei die möglichen Risiken und Gefahren des Influencer Marketings, gegenüber der jungen Zielgruppe aufzuzeigen, werden letztlich besonders dessen potenzielle Auswirkungen auf das Kaufverhalten sowie auf die Psyche Jugendlicher und Heranwachsender veranschaulicht. Allein in Deutschland nutzen monatlich rund 21 Millionen Menschen die Social Media Plattform Instagram. Die meisten Nutzer stellt innerhalb dieser Zahlen, mit mehr als 80 %, die Altersklasse der 16 - 29 - Jährigen. Da somit vornehmlich junge Menschen Instagram nutzen und dabei häufig sogar täglich viel Zeit auf der Plattform verbringen, haben innerhalb der letzten Jahre immer mehr Unternehmen das große Potenzial des Netzwerks erkannt, um über diesen Weg Jugendliche und Heranwachsende, durch Werbepostings, auf ihre Marken und Produkte aufmerksam zu machen. Im Zuge dessen ist das, in der Branche im


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Product Details
  • ISBN-13: 9783346575487
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346575489
  • Publisher Date: 05 Jan 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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