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Virtuelle Influencer im Markenmanagement

In: Marke und digitale Medien

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  • Sizel Celik

Abstract

Zusammenfassung Dieser Beitrag untersucht den Einfluss von virtuellen Influencern (VI) auf das Markenmanagement, indem diese mit menschlichen Influencern (MI) in verschiedenen Dimensionen verglichen werden. es wird untersucht, welchen Einfluss virtuelle Influencer auf das Markenmanagement haben können. Ziel ist es, die Vor- und Nachteile von VI aus Sicht des Markenmanagements zu identifizieren. Im Rahmen des Beitrags werden Schlüsseldimensionen wie Authentizität, Glaubwürdigkeit, Engagement, Vielfalt, Flexibilität und Marketingeffizienz beider Influencer-Typen bewertet.

Suggested Citation

  • Sizel Celik, 2025. "Virtuelle Influencer im Markenmanagement," Springer Books, in: Thomas Heun & Stefanie Dänzler (ed.), Marke und digitale Medien, edition 3, pages 353-365, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46355-7_18
    DOI: 10.1007/978-3-658-46355-7_18
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