Erotische Werbung auf Instagram. Wie beeinflusst das Geschlecht die Kaufentscheidung im Influencer Marketing?
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Erotische Werbung auf Instagram. Wie beeinflusst das Geschlecht die Kaufentscheidung im Influencer Marketing?

Erotische Werbung auf Instagram. Wie beeinflusst das Geschlecht die Kaufentscheidung im Influencer Marketing?


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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule für Medien, Kommunikation und Wirtschaft (HMKW Köln), Veranstaltung: Communication Management, Sprache: Deutsch, Abstract: Die vorliegende Hausarbeit behandelt das Thema Influencer Marketing und Instagram Influencer mit besonderem Augenmerk auf erotische Werbung bzw. Produktplatzierung mittels eben dieser Influencer durch ein Unternehmen. Influencer sind derzeit ein beliebtes und von Unternehmen genutztes Werbemittel, da sie Millionen von Menschen täglich erreichen und ihnen durch persönliche Beiträge und Interaktion das Gefühl geben in ihrem Leben existent zu sein. Genau dies machen sich Unternehmen zu Nutze und geben somit dem Konsumenten das Gefühl, ein Freund empfehle Ihnen das Produkt. 2017 setzten 68% aller deutschen Unternehmen Budget für das Werben mittels Influencern ein, Tendenz steigend. Aufgrund dieser starken Nutzung ist es für das Unternehmen wichtig eine starke Strategie für eben diese Form des Marketings zu definieren. Viele Unternehmen setzten hierbei auf erotische und zweideutige Werbung, um die Aufmerksamkeit des potentiellen Kunden zu gewinnen. Diese Arbeit widmet sich eben dieser Art von Produktplatzierung, indem in einer empirischen Studie untersucht wird, ob das Geschlecht (bei einem erotisch beworbenen Produkt) die Kaufentscheidung beeinflusst.


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Product Details
  • ISBN-13: 9783346924773
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346924777
  • Publisher Date: 06 Aug 2023
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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Erotische Werbung auf Instagram. Wie beeinflusst das Geschlecht die Kaufentscheidung im Influencer Marketing?
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