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Strategien um die Generation Z zu erreichen und zu binden

Strategien um die Generation Z zu erreichen und zu binden


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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, Kommunikationsmaßnahmen zu identifizieren, die effektiv auf die Generation Z in Bezug auf Kundenbindung und Akquisition wirken. Dabei wird der Fokus auf das soziale Netzwerk Instagram gelegt. Die Generation Z wurde ausgewählt, da sie eine der wichtigen Konsument/innengruppen darstellt. Allerdings hat sich ihr Medienverhalten und damit auch die Wege diese Generation zu erreichen, stark verändert. Deswegen gilt es Kommunikationsmaßnahmen zu adaptieren. Instagram wurde als Kommunikationskanal ausgewählt, da die Plattform für die Jugendlichen der Generation Z eines der wichtigsten Kommunikationsmedien darstellt. Im Zuge der Forschung dieser Arbeit, die auf reiner Literatur basiert, konnte festgestellt werden, dass Kommunikation am effektivsten für die Generation Z ist, wenn sie Emotionen anspricht. Dabei liegt in dieser Arbeit der Fokus auf Bildkommunikation und Botschaften die in eine Geschichte integriert sind und somit nicht direkt als Werbung aufgefasst werden. Dies lässt sich auf Instagram durch Content Marketing bestens ausführen. Weiters sind während der Adoleszent Meinungsführer von großer Bedeutung. Jene Influencer, wie sie auf Instagram genannt werden, spielen eine wichtige Rolle in der Kommunikation mit Jugendlichen, da ihre Empfehlungen und Meinungen als besonders authentisch und vertrauenswürdig empfunden werden. Zusammenfassend lässt sich behaupten, dass Kommunikationsmaßnahmen nicht mehr direkt als Werbebotschaft gesendet werden sollten, sondern in Form eines Inhalts, der für Rezipient/innen einen erlebten Mehrwert hat. Deswegen sind die ausgewählten Maßnahmen Content und Influencer Marketing von so großer Bedeutung. Beide Maßnahmen basieren auf Bedürfnissen, die die Jugendlichen auf Instagram befriedigen, und erweisen sich deshalb als besonders effizient.


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Product Details
  • ISBN-13: 9783668876910
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Weight: 68 gr
  • ISBN-10: 3668876916
  • Publisher Date: 05 Jan 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Bedeutung für das soziale Netzwerk Instagram
  • Width: 148 mm


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