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  • PFH Private Hochschule Göttingen
  • Wirtschaftspsychologie
  • Markt- und Werbepsychologie
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Fallarbeit im Modul Markt- und Werbepsychologie

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2020/2021 Written for academic year
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PFH Private Hochschule Göttingen
Course
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,
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

Document information

Study
Wirtschaftspsychologie
Uploaded on
May 26, 2021
Number of pages
24
Written in
2020/2021
Type
Case
Professor(s)
Weibelzahl/richter
Grade
1
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Subjects

  • marketing
  • influencer
  • instagram
  • rabatt
  • wirtschaftspsychologie
  • fallarbeit

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