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5. Jenseits von Bibi & Co.: Influencer-Kommunikation für B2B- und mittelständische Unternehmen

  • 2018
  • OriginalPaper
  • Chapter
Published in:
Authors
Thomas Pleil
Pia Sue Helferich
Michael Grupe
Published in
Influencer Relations
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Influencer können neben dem B2C- auch im B2B-Umfeld eine sinnvolle Rolle spielen. Allerdings sind werbeartige Präsentationen wie sie beispielsweise durch den Einsatz von YouTubern in der B2C-Kommunikation bekannt sind, hier wenig bedeutsam. Stattdessen zählen längerfristige Beziehungen zu Influencern – und vor allem sind in der B2B-Kommunikation andere Influencer-Gruppen relevant, allen voran Kunden und Mitarbeiter. Dies zeigt eine Befragung von Kommunikations- und Marketingvertretern von B2B-Unternehmen.

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previous chapter You influence me and I influence them: Meinungsbeeinflussung durch Multiplikatoren am Beispiel der Pyramid of Influence
next chapter Inspiration oder Störung? Ein Experiment zur Wirkung von Influencer-Werbung auf Instagram
Title
Jenseits von Bibi & Co.: Influencer-Kommunikation für B2B- und mittelständische Unternehmen
Authors
Thomas Pleil
Pia Sue Helferich
Michael Grupe
Copyright Year
2018
Book
Influencer Relations

Print ISBN: 978-3-658-21187-5

Electronic ISBN: 978-3-658-21188-2

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-21188-2_5
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