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Influencer-Marketing im europäischen Vergleich

In: Influencer Marketing

Author

Listed:
  • Jeanette Okwu

    (BEYONDinfluence)

Abstract

Zusammenfassung Das europäische Influencer-Marketing hat sich zu einem bedeutenden Wirtschaftszweig mit 4,4 Mrd. € Marktvolumen (Statista, 2025a, b) entwickelt. Dabei sind aber nicht alle europäischen Länder gleichermaßen professionalisiert und entwickelt. In dem folgenden Kapitel untersuchen wir die regionalen Unterschiede zwischen führenden Märkten wie Deutschland, Frankreich und Großbritannien, aber auch Süd- und Osteuropa und Skandinavien sowie deren kulturelle Besonderheiten. Analysiert werden Plattformnutzung, Content-Präferenzen und regulatorische Rahmenbedingungen in verschiedenen Ländern. Wir beleuchten den Einsatz neuer Technologien wie KI, Social Commerce und die Bedeutung von Nachhaltigkeit. Gleichermaßen thematisieren wir Herausforderungen wie Influencer-Müdigkeit und geben strategische Empfehlungen für erfolgreiche länderübergreifende Kampagnen, die globale Konsistenz mit lokaler Relevanz verbinden.

Suggested Citation

  • Jeanette Okwu, 2025. "Influencer-Marketing im europäischen Vergleich," Springer Books, in: Marlis Jahnke (ed.), Influencer Marketing, edition 3, chapter 11, pages 267-302, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48569-6_11
    DOI: 10.1007/978-3-658-48569-6_11
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