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Die Dualität des Neids im Kontext des Influencer-Marketings

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Philipp M. Mähner

    (Universität Freiburg)

  • Charlotte Riede

    (Universität Freiburg)

  • Dieter K. Tscheulin

    (Universität Freiburg)

Abstract

Zusammenfassung Die Verbreitung von Social Media hat dazu geführt, dass Social-Media-Influencer von essenzieller Bedeutung für den Marketingerfolg vieler Unternehmen sind. Vor diesem Hintergrund widmet sich dieser Beitrag auf Grundlage einer experimentellen Studie mit 313 Instagram-Nutzern dem Einfluss der Wahrnehmung des verdienten Influencer-Erfolgs auf das Konsumentenverhalten und berücksichtigt dabei die Wirkweisen der zugrunde liegenden gutartigen und bösartigen Neidgefühle der Konsumenten. Die Ergebnisse der Studie liefern einen theoretischen Beitrag zur Forschung im Kontext des Social-Media-Marketings sowie praktische Implikationen für Influencer und werbetreibende Unternehmen, die mit Influencern eine Werbepartnerschaft eingehen wollen.

Suggested Citation

  • Philipp M. Mähner & Charlotte Riede & Dieter K. Tscheulin, 2024. "Die Dualität des Neids im Kontext des Influencer-Marketings," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 291-310, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_36
    DOI: 10.1007/978-3-658-45784-6_36
    as

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