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Marketing de influência nas redes sociais

Marketing de influência nas redes sociais

Alfred-Joachim Hermanni / Frederik Ornau / Maria Ortenreiter

75,20 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208986148
75,20 €
IVA incluido
Disponible

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Sobre IBD

A publicação aborda as questões de investigação sobre em que medida o marketing de influência nas redes sociais é adequado como instrumento de opinião da comunicação online e quais os potenciais que podem ser comprovados através da colaboração entre embaixadores de marcas (influenciadores) e empresas. Na parte teórica do trabalho, são definidos, entre outros, o conceito de marketing de influência, a utilização das redes sociais pelas empresas, as oportunidades e os riscos da utilização de influenciadores e o efeito do marketing de influência. Na parte metodológica do trabalho, é analisada uma campanha de redes sociais muito comentada de 2015 com a renomada influenciadora Bianca Heinicke. Para isso, o material de vídeo da campanha é avaliado, por um lado, em termos de informações audiovisuais e, por outro lado, os comentários do YouTube sobre o vídeo de anúncio são submetidos a uma análise qualitativa de conteúdo. Os resultados mostram claramente que foi pertinente realizar um projeto deste tipo para poder apresentar conclusões sobre campanhas de marketing de influência bem-sucedidas em plataformas de redes sociais.

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