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Influencer-Marketing für erfolgreiches Sponsoring im Longtail des Sports

  • 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.

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Metadaten
Author:Irena Vukovic
Referee:Thomas Horky
Document Type:Master's Thesis
Language:German
Year of Completion:2017
Date of final exam:2017/07/31
Release Date:2022/08/02
Tag:Influencer; Influencer-Marketing; Meinungsführerkommunikation; Micro-Influencer; Sportmarketing
GND Keyword:Marketing
Page Number:138
DDC classes:300 Sozialwissenschaften / 380 Handel, Kommunikation, Verkehr
Licence (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International