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Influencer-Marketing

In: Praxiswissen Online-Marketing

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  • Erwin Lammenett

Abstract

Zusammenfassung Influencer-Marketing wurde in Deutschland im Laufe der Jahre 2016 und 2017 zu einem Hype-Thema. In den Medien wurde diese Marketing-Disziplin extrem kontrovers diskutiert. Mal wurde das Platzen der Blase prognostiziert und über die Fake-Follower gewettert. Wenige Tage später wurde Influencer-Marketing wieder gehypt und von Top-Agenturen berichtet, die sehr erfolgreich Influencer-Kampagnen für Top-Marken durchführen. Ich habe mir einmal den Spaß gemacht, einige Presseartikel aus den Zeiträumen Q4 2017 bis Q3 2018 zu sammeln.

Suggested Citation

  • Erwin Lammenett, 2021. "Influencer-Marketing," Springer Books, in: Praxiswissen Online-Marketing, edition 8, chapter 0, pages 127-158, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32340-0_4
    DOI: 10.1007/978-3-658-32340-0_4
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