@phdthesis{Vukovic2017,
  type      = {Master Thesis},
  author    = {Irena Vukovic},
  title     = {Influencer-Marketing f{\"u}r erfolgreiches Sponsoring im Longtail des Sports},
  pages     = {138},
  year      = {2017},
  abstract  = {Facebook, YouTube, Instagram, Snapchat – these social media channels represent the most relevant touchpoints the Generation Y is able to be reached by. Online media sources build the main areas young people are communicating, socializing, self-promoting and consuming information or goods in. Everything they do is subject to the creed of “mobile first”. The digital change is responsible for a profound new way of media consumption which leads to a new decade of brand evolution. This makes the advertising industry facing new challenges but in the same way it offers new and even more efficient brand- and relationship-management.},
  language  = {de}
}