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Influencer-Marketing

In: Digitale Markenführung

Author

Listed:
  • Karsten Kilian

    (Hochschule Würzburg-Schweinfurt)

  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Influencer-Marketing lässt sich, analog zu User-Generated Content, auch als Multiplier-Generated Content bezeichnen, der von Content Creators erstellt wird, die gemeinhin als „Influencer“ bezeichnet werden. Influencer bieten etwas, was Marken dringend benötigen: Relevanz und Reichweite. Beides zusammen sorgt für Resonanz und im Ergebnis für neue und treue Kunden. Profilierte Influencer können hierzu einen spürbaren Beitrag leisten.

Suggested Citation

  • Karsten Kilian & Ralf T. Kreutzer, 2022. "Influencer-Marketing," Springer Books, in: Digitale Markenführung, chapter 8, pages 239-277, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34351-4_8
    DOI: 10.1007/978-3-658-34351-4_8
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