Corporate Influencer. Glaubwürdige Unternehmenskommunikation mit Mitarbeitenden
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Corporate Influencer. Glaubwürdige Unternehmenskommunikation mit Mitarbeitenden

Corporate Influencer. Glaubwürdige Unternehmenskommunikation mit Mitarbeitenden


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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule Fresenius Idstein, Sprache: Deutsch, Abstract: Welche Faktoren beeinflussen die Glaubwürdigkeit von Corporate Influencern im B2B-Umfeld am Beispiel von LinkedIn? Das wesentliche Ziel dieser Arbeit besteht somit in der theoretischen Untersuchung der Frage, ob und inwieweit Corporate Influencer Glaubwürdigkeit auf LinkedIn vermitteln können und welche Chancen und Risiken sich hieraus für Unternehmen ergeben. Zur Beantwortung der Forschungsfrage wird der aktuelle Forschungsstand in Form einer Literaturanalyse untersucht. Im Anschluss an das einleitende Kapitel werden im zweiten Kapitel die theoretischen Grundlagen der Arbeit behandelt. Hierfür werden die Begriffe Corporate Influencer und Glaubwürdigkeit definiert und abgegrenzt. Darauf aufbauend soll im folgenden Kapitel der Beantwortung der Forschungsfrage nachgekommen werden. Hierfür sollen zunächst die Determinanten digitaler Glaubwürdigkeit herausgearbeitet werden, um im Anschluss zu analysieren, inwieweit Glaubwürdigkeit über LinkedIn vermittelt werden kann. Dazu wird ein beispielhafter LinkedIn-Beitrag eines Corporate Influencers analysiert. Fortführend soll die Marketingform mittels einer SWOT-Analyse für die Unternehmenskommunikation bewertet werden. Mit dem abschließenden Kapitel soll der zukünftige Stellenwert von Corporate Influencern herausgearbeitet werden. Hierfür werden die zentralen Ergebnisse zusammengefasst, diskutiert und kritisch gewürdigt. Ein Ausblick schließt die Arbeit ab. In der vorliegenden Arbeit wird ausschließlich auf die Glaubwürdigkeit von Corporate Influencern im B2B-Umfeld am Beispiel von LinkedIn eingegangen. Weitere Geschäftsbeziehungen oder soziale Netzwerke werden nicht beachtet. Im Hinblick auf die zugrunde liegende Forschungsfrage und Zielsetzung steht bei der Untersuchung die Unternehmensperspektive im Vordergrund.


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Product Details
  • ISBN-13: 9783346907462
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346907465
  • Publisher Date: 11 Jul 2023
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm


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