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2023 | OriginalPaper | Buchkapitel

12. Social Media Marketing

verfasst von : Dennis Ahrholdt, Goetz Greve, Gregor Hopf

Erschienen in: Online-Marketing-Intelligence

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die Wichtigkeit von Influencern für das Social Media Marketing hat in den letzten Jahren immer weiter zugenommen und stellt inzwischen einen entscheidenden Erfolgsfaktor für die werbliche Unternehmenskommunikation in den sozialen Medien dar. Influencer-Marketing ist auch Gegenstand zahlreicher wissenschaftlicher Studien, deren wichtigste Ergebnisse zu den Erfolgsfaktoren von Influencer-Marketing im folgenden Kapitel strukturiert und zusammenfassend vorgestellt werden. Einführend werden die grundlegenden Erkenntnisse zur Rolle und Funktionsweise von Engagement in den sozialen Medien im Allgemeinen zusammengefasst und abschließend auf den Einfluss von Social-Media-Aktivitäten auf den Social Commerce, insbesondere die Rolle von Bewertungs- und Empfehlungsplattformen, eingegangen.

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Vorheriges Kapitel Suchmaschinenmarketing

Nächstes Kapitel E-Mail-Marketing

Kuvykaite und Tarute (2015) verweisen basierend auf ihrer Sichtung der wissenschaftlichen Studien darauf, dass noch kein einheitliches Konstrukt für Consumer Engagement gefunden werden konnte. Die große Mehrzahl der Studien geht von mehrdimensionalen Einflussfaktoren aus, die kognitiv, emotional oder Verhaltens-basiert sind.

Self-Enhancement beschreibt die psychologische Motivation, die Wahrnehmung seiner eigenen Identität durch Dritte bestmöglich zu gestalten, siehe Alicke und Sedikides (2011).

Diffusionstheorie beschäftigt sich mit dem Prozess, in dessen zeitlichem Verlauf eine Innovation über verschiedene Kanäle an die Mitglieder eines sozialen Systems kommuniziert wird (Karnowski 2013, S. 513; vgl. Karnowski 2017; Rogers 2003).

„Vividness reflects the richness of a brand post’s formal features; in other words, it is the extent to which a brand post stimulates the different senses.“ (De Vries et al. 2012). Hierbei wird Vividness anhand von drei Levels definiert: Niedrig (Photos), Medium (Events) und Hoch (Videos).

Für eine Diskussion des Meme-Begriffs siehe Shifman (2014, S. 16–21). Memes können grundsätzlich als Einheiten kultureller Informationen verstanden werden, die von Person zu Person weitergegeben werden und allmählich das Ausmaß eines gemeinsamen gesellschaftlichen Phänomens annehmen (Shifman 2014). Der Begriff geht zurück auf Dawkins (1976), der damit eine Einheit für kulturelle Weitergabe schaffen wollte: „the idea of a unit of cultural transmission, or a unit of imitation“ (Dawkins 1989, S. 189).

Valenz ist das psychologische Konzept der negativen oder positiven emotionalen Deutung, die der Nutzer dem Inhalt entgegenbringt, bzw. des emotionalen Zustands, den der Inhalt beim Nutzer auslöst, bspw. Wut oder Angst als negative Valenz und Freude oder Genuss als positive Valenz.

Geuens et al. (2011) weisen allerdings darauf hin, dass dieser positive Effekt einer emotionalen Ansprache auf weniger komplexe und hedonische Produkte beschränkt sein könnte. Studien zeigen zwar keinen negativen Effekt einer emotionalen Werbeansprache, der positive nimmt jedoch ab, je anspruchsvoller und je weniger persönlichkeits-getrieben die Verwendung des beworbenen Produkts ist. Ebenso muss eine grundsätzlich positive Grundeinstellung gegenüber der werblichen Kommunikation gegeben sein.

Bereits die frühe Literatur rund um die digitalen sozialen Medien hat sich mit der Frage beschäftigt, welche Inhalte wie am ehesten zu Interaktion führen, insbesondere zur Weiterleitung durch die Nutzer. Gladwell (2000) sieht hierfür zentral die Eigenschaften der Nutzer verantwortlich, da nur drei Arten von Lesern (Mavens, Connectors und Salespeople) zur Viralität der Inhalte beitragen würden. Ebenso müsse die Nachricht mittels Inhalt oder Aufbereitung einen nachhaltenden Eindruck hinterlassen (Stickiness) und der Kontext müsse stimmen.

Dieses Unterkapitel stützt sich auf und folgt Martínez-Lopez et al. (2020), Reinikainen et al. (2020), Schouten et al. (2019), Vrontis et al. (2021) und Weismueller et al. (2020) in der Zusammenfassung der wissenschaftlichen Literatur.

Wiedmann und von Mettenheim (2018 und 2020) weisen in ihrer Zusammenfassung des Stands der wissenschaftlichen Auseinandersetzung mit Influencer-Marketing zusätzlich auch auf die Einflussfaktoren der gegebenen Rahmenbedingungen der Kooperation zwischen Influencer und Unternehmen, insbesondere mögliche finanzielle Einschränkungen, und die Notwendigkeit einer adäquaten Kommunikation hin.

Aus Sicht der Kommunikationstheorie wird für die Untersuchung der Wirkungsfaktoren des Influencer-Marketings gerne ebenfalls das Elaboration-Likelihood-Modell (ELM) und das Heuristisch-Systematische-Modell (HSM) herangezogen. Für eine Darstellung und Anwendung gängiger kommunikationstheoretischer Modelle auf das Influencer-Marketing siehe Tabellion (2019, S. 37–116).

Für eine Zusammenfassung der frühen Literatur über die Wirkung von Glaubwürdigkeit im Rahmen von Influencer-Marketing siehe Tabellion (2019; S. 30–35 und 249–250).

De Veirman et al. (2017) weisen jedoch auch darauf hin, dass bei Produkten, die sich ausdrücklich als anders darstellen und von den üblichen Angeboten abheben wollen, eine hohe Followerzahl des Influencers auch eine negative Auswirkung auf die Glaubwürdigkeit der Produktkommunikation haben kann (De Veirman et al. 2017).

Kongruenz wird auch in der verwandten Literatur zur Wirkung von nativer Werbung als wichtiges Kriterium betrachtet (Breves et al. 2019; Kim et al. 2017; Schouten et al. 2019), das im besten Fall dazu führen kann, den werblichen Charakter der Nachricht zu neutralisieren (Cramer 2015; Kim et al. 2017). Hierbei wirkt die Kongruenz sowohl über den Fit zwischen Produkt und Medium als auch mittels der entsprechenden medialen Aufbereitung und der inhaltlichen Relevanz im kooperierenden Medium.

Bei tiefergehenden Untersuchungen zur detaillierten Funktionsweise von PSR im Rahmen von Influencer-Marketing kommen allerdings noch widersprüchliche Resultate zu Tage. Sakib et al. (2020) zeigen zwar eine positive Wirkung von PSI im Umfeld von Ernährungs- und Diät-Communities, aber widersprechen ausdrücklich einem wirkungsstärkenden Zusammenhang aus ethnischer Homophilie und PSI. Einige Studien zeigen einen positiven Wirkungszusammenhang zwischen PSI und Attraktivität des Influencers (Lee und Watkins 2016; Sakib et al. 2020), wohingegen Sokolova und Kefi (2020) eine negatives Verhältnis finden.

Ein separater Strang der Literatur rund um Influencer-Marketing beschäftigt sich mit der unterschiedlichen Wirkungsstärke der werblichen Kommunikation im Vergleich zu prominenten Markenbotschaftern, bspw. Djafarova und Rushworth (2017), Schouten et al. (2019), Southgate (2017) und Wei und Lu (2013). Generell identifizieren sich Nutzer eher mit Influencern als mit Prominenten, fühlen sich Influencern ähnlicher und vertrauen ihnen mehr und gewähren ihnen somit auch einen höheren persuasiven Einfluss.

Bewertungen und Empfehlungen sind unterschiedliche Formen der Meinungsäußerung der Kunden. Bewertungen (Scores) geben auf einer vorgegebenen Skala die subjektiv wahrgenommene Produktqualität an, ohne diese zu begründen. Demgegenüber beschreiben Empfehlungen (Reviews) die subjektiv wahrgenommene Produktqualität in Form eines Fließtexts (siehe Abschn. 4.3.8).

Der Nutzen eines aktiven Umgangs mit Online-Bewertungsportalen ist nicht nur auf den B2C-Bereich beschränkt. Eine allerdings nicht repräsentative Umfrage unter 548 B2B-Marketingverantwortlichen im Jahr 2017 ergab, dass sieben von zehn B2B-Kaufentscheidern während der vorbereitenden Phasen und jeder zweite während der Endphase auf dem Weg zur Kaufentscheidung auf Bewertungen zurückgreifen. 90 % gaben an, dass sie sich von Bewertungen in ihrer Kaufentscheidung beeinflussen lassen. Allerdings nur jede fünfte Firma in der Umfrage nutzte Bewertungsportale aktiv in ihren Marketingbemühungen (G2 Crowd und Heinz Marketing 2018, S. 3).

Die Literaturzusammenfassung zur Bedeutung und Wirkung von Word-of-Mouth-Marketing und insbesondere Kundenbewertungen stützt sich auf Humphreys (2016, S. 196–201).

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Titel: Social Media Marketing
verfasst von: Dennis Ahrholdt
Goetz Greve
Gregor Hopf
Verlag: Springer Fachmedien Wiesbaden
Buch: Online-Marketing-Intelligence
Print ISBN: 978-3-658-40598-4

Electronic ISBN: 978-3-658-40599-1

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-658-40599-1_12