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Influencer Branding – Neue Wege für das Marketing

In: Marketing – Eine Bilanz

Author

Listed:
  • Christoph Burmann

    (Universität Bremen)

  • Franziska Frese

    (Universität Bremen)

Abstract

Zusammenfassung Veränderte marktliche und gesellschaftliche Rahmenbedingungen stellen neue Anforderungen an die Implementierung der marktorientierten Unternehmensführung. Dazu zählen beispielsweise die digitale Transformation und die wachsende Erfolgsrelevanz des Vertrauens von Nachfragern. Ein Schlüssel zur Schaffung von Vertrauen ist das Influencer Branding. Auf dessen positive Effekte ging früh auch schon Wolfgang Fritz ein. Dieser Beitrag betrachtet zentrale Erfolgsfaktoren der Integration von Social-Media-Influencern in die Markenkommunikation. Ebenso zeigen die Autoren Schattenseiten des Influencer Branding und geben einen Ausblick auf dessen Weiterentwicklung.

Suggested Citation

  • Christoph Burmann & Franziska Frese, 2023. "Influencer Branding – Neue Wege für das Marketing," Springer Books, in: Dietrich von der Oelsnitz & Udo Wagner (ed.), Marketing – Eine Bilanz, pages 103-114, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39035-8_5
    DOI: 10.1007/978-3-658-39035-8_5
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