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B2B-Influencer-Marketing

In: Digital Economy: Die neuen Spielregeln für Unternehmen

Author

Listed:
  • Christopher Korntner-Kanitz

    (FH Oberösterreich)

  • Selina Marlen Hager
  • Michael Schade

    (Universität Bremen)

Abstract

Zusammenfassung Immer mehr B2B-Unternehmen setzen auf Influencer-Marketing, dennoch ist der Reifegrad des Influencer-Marketings im B2B-Bereich noch gering. Daher zielt unser Beitrag darauf ab, Einblicke in den Auswahlprozess von Influencern und den Gesamtprozess des Influencer-Marketing-Managements zu bringen mit dem Ziel, die Unterschiede zwischen B2B- und B2C-Influencer-Marketing zu überbrücken. Es wurde ein qualitatives Forschungsdesign angewandt, bei dem halbstrukturierte Tiefeninterviews durchgeführt wurden. Die empirischen Ergebnisse umfassen sieben Kategorien für erfolgreiches B2B-Influencer-Marketing: (1) Insourcing vs. Outsourcing, (2) Ziele, Vorgaben und Leistungskennzahlen, (3) Vergütung der B2B-Influencer, (4) Herausforderungen des B2B-Influencer-Marketings, (5) Auswahl digitaler Medienkanäle, (6) Unterschiede zwischen B2B- und B2C-Influencer-Marketing und (7) zukünftige Trends des B2B-Influencer-Marketings.

Suggested Citation

  • Christopher Korntner-Kanitz & Selina Marlen Hager & Michael Schade, 2025. "B2B-Influencer-Marketing," Springer Books, in: Ursula Haas-Kotzegger (ed.), Digital Economy: Die neuen Spielregeln für Unternehmen, chapter 11, pages 221-234, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47828-5_11
    DOI: 10.1007/978-3-658-47828-5_11
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