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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.

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Author:Antonia Lutz
Advisor:Paul Taylor
Document Type:Bachelor Thesis
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):License LogoUrheberrechtlich geschützt