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Influencer Marketing im Schweizer FMCG-Markt - Erkenntnisse aus einem Jahr Influencer Marketing

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  • Hermann, Tanja

Abstract

Seit Anfang 2017 ist das Wort Influencer Marketing in aller Munde. Getrieben wird dieser Trend gleich durch mehrere Faktoren. Zum einen hat die Digitalisierung die Medienlandschaft weiter fragmentiert. Zum anderen fällt es vielen Marken zunehmend schwer, ihre Zielgruppe zu erreichen. Eine "One-size-fits-all"- Giesskannen-Strategie ignoriert somit nicht nur diese Entwicklungen, sie wird auch gnadenlos von Algorithmen und der Community abgestraft.

Suggested Citation

  • Hermann, Tanja, 2018. "Influencer Marketing im Schweizer FMCG-Markt - Erkenntnisse aus einem Jahr Influencer Marketing," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(2), pages 22-29.
  • Handle: RePEc:zbw:hsgmrs:275967
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