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Influencer Marketing im Spannungsfeld zwischen der freien Meinungsäußerung und dem Schutz des Verbrauchers.

  • Over the last decade, social media platforms have risen exponentially due to the integration between users and their daily lives. Brands have increased their efforts to methodically communicate their brand-awareness messages to users world-wide through social media. One of the techniques that has emerged and has grown into a staple within social media platforms is influencer marketing. Influencers are defined as normal social media users who have amassed a great number of followers based on their content and communication with their followers. These influencers, who are also consumers in social platforms, are approached by brands then align themselves with those brands to create social media campaigns in exchange for compensation, hence influencer marketing. Consumers, also known as users, are drawn to these influencers due to their content and authenticity of their content. This stimulus on the consumer then enables the influencers to relay brand product information within their content. This thesis aims to deliver a summary of influencer marketing, which will contain definitions, principles of influence, and their roles within the process of consumer decisions. Additionally, a highly debated question has increased in popularity: To what extent does influencer marketing navigate the area between freedom of expression and the protection of the consumer? In one corner houses the consumer, who’s protection is the first priority. On the other corner is the influencer, who is still a consumer with the right to freedom of expression, despite their advertising character. This master thesis focuses on an empirical analysis of consumer attitudes and reactions to influencer marketing and its regulatory measures. Based on the discoveries and research, the data should illustrate how high the risk is for consumers to be deceived by influencers. Furthermore, the findings should lead to the question of whether, or not, legal regulatory measures are considered useful to protect the consumer.

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Metadaten
Author:Stefanie Friedel
Referee:Dr. Riccardo Wagner, Dr. Thomas Döbler
Advisor:Dr. Riccardo Wagner, Dr. Thomas Döbler
Document Type:Master's Thesis
Language:German
Year of Completion:2019
Date of first Publication:2022/05/23
Date of final exam:2019/07/24
Release Date:2022/05/23
Tag:Influencer; Influencer Marketing; Social Media
freedom of speach
Page Number:50
Licence (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International