TY  - THES
U1  - Master Thesis
A1  - Vukovic, Irena
T1  - Influencer-Marketing für erfolgreiches Sponsoring im Longtail des Sports
N2  - 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.
KW  - Influencer-Marketing
KW  - Influencer
KW  - Micro-Influencer
KW  - Meinungsführerkommunikation
KW  - Sportmarketing
KW  - Marketing
Y2  - 2017
SP  - 138
S1  - 138
ER  -