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Von Likes zu Leads: Die Rolle von Influencern im Automotive Marketing

In: Praxishandbuch Digitales Management

Author

Listed:
  • Malte Ackermann

    (Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen, Automotive Management)

  • Pius Hölldampf

    (Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen (HfWU))

Abstract

Zusammenfassung Die vorliegende Untersuchung basierend auf zwölf Experteninterviews im Automobil-Influencer-Segment offenbart ein komplexes Spannungsfeld zwischen Authentizität und Monetarisierung. Die befragten Influencer verstehen sich als Experten mit hoher Verantwortung gegenüber ihrer Community. Anders als in klassischen Influencer-Bereichen funktionieren übliche Geschäftsmodelle wie Affiliate-Marketing nicht. Stattdessen dominieren unbezahlte Kooperationen mit Herstellern, was die Glaubwürdigkeit stärkt, aber Vergütung erschwert. Die Analyse zeigt die wachsende Bedeutung dieser Influencer als Informationsquelle für Kaufentscheidungen und zeigt die heterogenen und unausgereiften Strategien der OEMs (Original Equipment Manufacturer – Automobilhersteller) in Zusammenarbeit mit diesen.

Suggested Citation

  • Malte Ackermann & Pius Hölldampf, 2026. "Von Likes zu Leads: Die Rolle von Influencern im Automotive Marketing," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 233-250, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_32
    DOI: 10.1007/978-3-658-49614-2_32
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