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Virtuelle Influencer als Werbebotschafter. Eine Wirksamkeitsanalyse aus Marketingperspektive

Virtuelle Influencer als Werbebotschafter. Eine Wirksamkeitsanalyse aus Marketingperspektive

          
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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Düsseldorf früher Fachhochschule (Marketing), Veranstaltung: Electronic Buisness, Sprache: Deutsch, Abstract: Wie werden virtuelle Influencer von Verbrauchern wahrgenommen? Wie beeinflussen virtuelle Influencer die Wahrnehmung von Marken und Produkten? Wie wirkt sich die Präsenz virtueller Influencer auf die Kaufentscheidungen von Verbrauchern aus? In der vorliegenden Projektarbeit soll die Wirksamkeit des Einsatzes von virtuellen Influencern als Werbebotschafter diskutiert werden. Ziel ist es, mithilfe wissenschaftlicher Fachartikel zu erschließen, wie sie von Konsumenten wahrgenommen werden. Aus den Ergebnissen sollen Rückschlüsse auf die Effektivität des Einsatzes virtueller Influencer zu Marketingzwecken gezogen und abschließend konkrete Handlungsempfehlungen für Marketer formuliert werden. Das Prinzip des Influencer Marketings, also der Einsatz von Meinungsführern zu Marketingzwecken ist grundsätzlich nicht neu und geht auf eine von Lazarsfeld et al. veröffentliche Studie zum amerikanischen Präsidentschaftswahlkampf 1940 zurück. Darin konstatieren die Autoren: "in every area and for every public issue there are certain people who are most concerned about the issue as well as most articulate about it". Folglich bezeichnen sie diese als Meinungsführer, welche mit ihrer Meinung Einfluss auf ihre "followers" nehmen. Bei Rogers und Cartano findet sich parallel zum Begriff des "opinion leaders" bereits die Bezeichnung des "influencers". Marketers versuchen seit jeher Kommunikationsstrategien zu entwickeln, um mithilfe des Einsatzes von Meinungsführern informell die Einstellungen oder das Verhalten anderer Menschen durch produktbezogene Gespräche zu beeinflussen. Mit dem Aufkommen des Internets findet die Kommunikation zunehmend online statt, woraus Lyons und Henders


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Product Details
  • ISBN-13: 9783346995506
  • 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: 334699550X
  • Publisher Date: 12 Jan 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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