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Fallarbeit im Modul Markt- und Werbepsychologie
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In Rahmen des Moduls Markt- und Werbepsychologie musste eine Fallarbeit eingereicht werden. Diese habe ich mit 1.0 bestanden.
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Influencer Marketing -Die Anfälligkeit der Generation Y und Z für Instagram-Rabattcodes
Influencer Marketing - Die Anfälligkeit der
Generation Y und Z für Instagram-Rabattcodes
Fallarbeit Markt- und Werbepsychologie
im Rahmen des Fernstudiengangs „Wirtschaftspsychologie“
mit dem Abschluss „Bachelor of Arts“
an der PFH- Privaten Hochschule Göttingen
Vorgelegt am: 10.03.2021
Von: Michelle Arth
Aus: Braunschweig, Michelle.Arth@pfh.de
Matrikelnummer: FBWP4218104GB64
Erstprüfer: Prof. Dr. Stephan Weibelzahl
Betreuerin: Dr. Frank Richter
, Influencer Marketing -
Die Anfälligkeit der Generation Y und Z für Instagram-Rabattcodes
Inhaltsverzeichnis
1 Einleitung.............................................................................................................................................4
1.1 Einführung....................................................................................................................................4
1.2 Fragestellungen............................................................................................................................4
1.3 Aufbau dieser Fallarbeit................................................................................................................4
2 Werbung in Zeiten des digitalen Marketings.......................................................................................5
2.1 Neue Formen des Marketings.......................................................................................................6
2.2 Der neue Werbetreibende: der Influencer...................................................................................6
2.3 Der neue Werbeort: die Social-Media-Kanäle am Beispiel Instagram..........................................7
2.4 Das neue Werbekonzept: der Influencer auf Instagram...............................................................9
3 Robert Cialdinis Psychologie des Überzeugens und wie Influencer dieses Nutzen............................12
3.1 Reziprozität.................................................................................................................................13
3.2 Commitment/Konsistenz............................................................................................................13
3.3 Soziale Bewährtheit....................................................................................................................14
3.4 Sympathie...................................................................................................................................14
3.5 Autorität.....................................................................................................................................14
3.6 Knappheit...................................................................................................................................15
4 Generationen.....................................................................................................................................15
4.1 Generation Y und Z und die Technikaffinität..............................................................................17
5 Fazit...................................................................................................................................................18
Literaturverzeichnis..............................................................................................................................20
, Influencer Marketing -
Die Anfälligkeit der Generation Y und Z für Instagram-Rabattcodes
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