Influencermarketing und die Auswirkung auf die Generation Z
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Influencermarketing und die Auswirkung auf die Generation Z

Influencermarketing und die Auswirkung auf die Generation Z


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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich Führung und Personal - Generation Y, Generation Z, Note: 3, FHWien der WKW (Unternehmensführung), Sprache: Deutsch, Abstract: In dieser Arbeit wird die Auswirkung von Influencer-Marketing auf die Kaufentscheidung der Generation Z in Bezug auf Markenprodukte untersucht. Dabei wird die steigende Bedeutung von Influencer-Marketing im heutigen Marketing-Mix beleuchtet. Außerdem wird die Rolle dieser Marketingform im Kaufentscheidungsprozess der Generation Z analysiert. Damit die Bachelorarbeit für jeden verständlich ist, wurde sie in insgesamt fünf Kapitel unterteilt. Das erste Kapitel soll einen umfangreichen Einblick in diese wissenschaftliche Arbeit geben und umfasst neben der Problemstellung auch die Unterkapitel Zielsetzung und Forschungsfrage, die Methodik, die für das Verfassen dieser Bachelorarbeit verwendet wurde. Dabei liegt der Fokus, der angewandten Forschungsweise, auf der Literaturrecherche und der dabei verwendeten Suchbegriffe.Häufig vorkommende Begrifflichkeiten werden zu Beginn jedes Kapitels erklärt. Dies hat den Zweck, den Leser und Leserinnen ein besseres Leseverständnis zu ermöglichen. Der Hauptteil der Arbeit beginnt im zweiten Kapitel, indem das Influencer-Marketing beschrieben wird. Es wird ein kurzer Einblick in diese Art des Marketings gewährt und die Vergangenheit dieser aufgezeigt. Im Anschluss werden dann Erfolgsfaktoren präsentiert, die für eine erfolgreiche Marketingkampagne maßgeblich sind. Die Erfolgsfaktoren werden in Verbindung mit der Telekommunikationsbranche gebracht und auf es wird weiter auf diesen Markt eingegangen Im Anschluss daran folgt das Dritte Kapitel welches den Namen "Generation Z: Voraussetzungen für die Kaufentscheidung von Markenprodukten" trägt. In diesem Abschnitt wird die Generation Z beleuchtet und Faktoren, welche die Kaufentscheidung dieser beeinflussen beschrieben. Kapitel Vier drückt die Theorie aus den vorherigen Kapitel in einen praxisrelevanten Zusammenhan


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Product Details
  • ISBN-13: 9783668715851
  • Publisher: Bod Third Party Titles
  • ISBN-10: 3668715858
  • Publisher Date: 14 Jun 2018


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