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Einfluss von Earned Media auf Instagram auf die Customer Journey von Millennials by Riederle, Anna

Einfluss von Earned Media auf Instagram auf die Customer Journey von Millennials

by Anna Riederle
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Book cover type: Paperback
  • ISBN13: 9783963556142
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 94
  • Original Price: USD 67.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 132 grams
  • BISAC Subject(s): Communication Studies

Masterarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule für angewandtes Management, Sprache: Deutsch, Abstract: Unternehmen haben keine Kontrolle darüber, was auf den sozialen Netzwerken über sie und ihre Produkte behauptet wird. Earned Media hat jedoch eine hohe Glaubwürdigkeit bei den Social-Media-Nutzern. Das Ziel der Arbeit ist es, herauszufinden, inwiefern Earned Media auf Instagram die Customer Journey von Millennials beeinflusst. Wenn klar ist, wie sich der Einfluss in den verschiedenen Phasen äu ert, kann überlegt werden, wie Unternehmen mit Earned Media umgehen und es selbst beeinflussen können, um mehr Kontrolle darüber zu gewinnen. Daraus ergibt sich die folgende Forschungsfrage: Welchen Einfluss hat Earned Media auf Instagram auf die Customer Journey von Millennials? Um diese zu beantworten, wurde eine quantitative Studie durchgeführt, bei der eine Zufallsstichprobe aus der Grundgesamtheit (Instagram-Nutzer in Deutschland, die zur Generation Y gehören) einen standardisierten Fragebogen bearbeitete. Die Antworten wurden anschlie end statistisch ausgewertet. Die Ergebnisse haben gezeigt, dass Earned Media auf Instagram häufig der Auslöser der Customer Journey von Millennials ist. Au erdem vertrauen Millennials Earned Media und lassen sich und ihre Meinung zu Produkten oder Marken dadurch beeinflussen. Auch selbst teilen Millennials gerne ihre eigenen Meinungen zu Produkten auf Instagram, vor allem, wenn sie allgemein gerne Dinge aus ihrem Leben mit ihren Followern teilen. Die Ergebnisse geben neue Einblicke in die Erforschung des Social-Media-Marketings. Earned Media wurde bedingt der schwierigen Messbarkeit bisher nur wenig erforscht. Es konnten wertvolle Erkenntnisse für Unternehmen im Hinblick auf den Umgang mit Earned Media gewonnen werden. Weiterführende Forschung bietet sich mit Blick auf andere soziale Netzwerke und die nachfolgenden Generationen an.

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