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Course of studies
In recent years, an increasingly technological and digital world, with new opportunities
and communication channels, has seen a power shift between brands and their consumers
in favor of the latter (Hansen et al., 2018). This bachelor's thesis examines the question
of whether there are models that can help companies and their brands to counteract the
change in the power balance while responding to changing consumer behavior.
Method: To answer this question, two models, crowdsourcing, and influencer marketing
were presented, that can also be used in the context of brand management. These were
analyzed from a brand perspective in terms of their possibilities and benefits. In addition,
both were analyzed from the consumer's point of view in terms of their correspondence
with the customers' requirements.
Results: The results show that both crowdsourcing and influencer marketing are suitable
in principle, because they address parts of the new consumer requirements, while at the
same time enabling the brand to act in a more self-determined manner. For a successful
implementation of the models, however, it is essential that there is a strong brand
community that wants to interact with the brand and its partners.
Significance of the results: The results provide some good initial insights into solving the
problem presented, but also clearly point out, that further research is required to better
address the issue of the shifted balance of power between consumers and brands.
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.