TY  - THES
U1  - Master Thesis
A1  - Steffens-Stelljes, Pia
T1  - Langfristiger Marktwert vs. Kurzfristige Kommerzialisierung – Wie viel Kommerzialisierung verträgt die Bloggerszene?
N2  - Due to changes in technology and thereby in consumer behaviour companies have to change their marketing measures in order to get to the customer. The effectiveness of traditional media such as TV and print is decreasing. Instead, word of mouth and recommendations get more and more important in the purchase decision-making process. Hence companies try to use online opinion leaders, e.g. fashion bloggers in the fashion segment, to influence the consumers. 
This paper focuses on Product Placement in fashion blogs. In this context, the basic theory about product placement and opinion leaders and their importance for marketing is given at the beginning. Subsequently fashion blogs will be examined as a business model with its challenges and success factors. The empirical study itself is based on the research question whether product placement in fashion blogs has a negative impact on the number of followers. In order to answer that question the following hypotheses will be tested:
-	Fashion blogs influence the purchase behaviour
-	Followers expect neutrality (in the sense of not being dependent on a company)
-	Followers leave the weblog because of too much commercialization
The results show that fashion bloggers have an impact on the purchase decision, especially to those that read fashion blogs a lot. Whether followers expect neutrality cannot be answered concretely but there is the assumption that consumers know about sponsored content and usually have a positive attitude towards Product Placement in fashion blogs. But: If the number of placements is too high a reactance on readers side is seen and people start to stop continuing in visiting the weblog. Thus, the frequency of placements plays a significant role when it comes to the success or failure of a fashion blog.
KW  - Weblogs
KW  - Meinungsführer
KW  - Erfolgsfaktoren
KW  - Product placement
Y2  - 2017
SP  - 113
S1  - 113
ER  -