Die Effektivität von Unboxing-Videos

Die Effektivität von Unboxing-Videos

Lisa Hanf

103,82 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2025
ISBN:
9783658490706
103,82 €
IVA incluido
Disponible

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Sobre IBD

.Aufgrund ihrer Beliebtheit nutzen immer mehr Unternehmen Unboxing-Videos – definiert als öffentlich verfügbare audiovisuelle Medien, die den Prozess des Auspackens eines Produktes in den Fokus rücken – als Teil ihrer Online-Influencer-Marketingstrategie. Die Frage, wie Unboxing-Videos optimal gestaltet werden sollten, um effektiv zu sein ist bisher ungeklärt. Auf der Grundlage des Uses-and-Gratifications-Ansatzes sowie einer qualitativen Befragung, einer Feldstudie mit Mehrebenenmodell unter Verwendung realer Daten der Plattform YouTube, sowie einer Online-Experimentalstudie wird diese Frage beantwortet und es werden Implikationen für die Marketingpraxis und -forschung ausgesprochen.

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