Influencer Marketing - How companies can develop a successful marketing strategy
- This bachelor thesis deals with the topic of how companies can develop a successful marketing strategy in influencer marketing. Influencer marketing is coming under increasing criticism due to negative headlines from influencers. In the theoretical part of the paper, influencer marketing as well as marketing with opinion leaders is presented. Subsequently, the structure of an influencer marketing strategy is presented. In addition, the cooperation between the influencer Pamela Reif and the sports brand Puma is considered, as well as the cooperation between the influencer Anne Wünsche and the sports brand Oceans Apart. Due to the topicality of this subject, the work is particularly interesting for companies to develop an optimal marketing strategy and to achieve its marketing goals optimally.
| Author: | Antonia Lutz |
|---|---|
| Advisor: | Paul Taylor |
| Document Type: | Bachelor Thesis |
| Language: | English |
| Year of Completion: | 2023 |
| Granting Institution: | Hochschule Furtwangen |
| Release Date: | 2023/03/01 |
| Tag: | Influencer Marketing; Marketing Goals; Marketing Strategy |
| Page Number: | 47 |
| Degree Program: | IBM - International Business Management |
| Functional area: | Marketing |
| Open-Access-Status: | Closed Access |
| Licence (German): |  Urheberrechtlich geschützt |