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Influencer-Marketing

In: Social-Media-Marketing kompakt

Author

Listed:
  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung In diesem Kapitel wird herausgearbeitet, welche Bedeutung dem Influencer-Marketing zukommt. Vielen Unternehmen fällt es heute aufgrund der zunehmenden Fragmentierung der Märkte sowie der hohen Anzahl verfügbarer Kommunikationskanäle immer schwerer, ihre Zielgruppen effizient zu erreichen. Gleichzeitig verlieren klassische Medien (wie lineares TV, Zeitschriften und Zeitungen) vor allem bei der jüngeren Bevölkerung an Bedeutung. Das Influencer-Marketing bietet die Chance, Zielgruppen auf einem anderen Wege zu erreichen. Hierbei werden die sozialen Medien in einer spezifischen Form genutzt.

Suggested Citation

  • Ralf T. Kreutzer, 2021. "Influencer-Marketing," Springer Books, in: Social-Media-Marketing kompakt, edition 2, chapter 0, pages 33-43, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33866-4_3
    DOI: 10.1007/978-3-658-33866-4_3
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