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Virtual Influencer. Einflussfaktoren der Persuasion by Janßen, H.

Virtual Influencer. Einflussfaktoren der Persuasion

by H. Janßen
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Book cover type: Paperback
  • ISBN13: 9783346988133
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 39.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 91 grams
  • BISAC Subject(s): Communication Studies

Bachelorarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Carl von Ossietzky Universität Oldenburg (Wirtschafts- und Rechstwissenschaft), Veranstaltung: Marketing & Absatz, Sprache: Deutsch, Abstract: In der Ära der aufstrebenden sozialen Medien und verstärkter Investitionen in Social-Media-Werbung hat sich das Influencer-Marketing als unverzichtbarer Bestandteil des Unternehmensmarketings etabliert. Doch die Zusammenarbeit mit menschlichen Social-Media-Influencern birgt Risiken, wie fehlende Kompetenz und divergierende Wertevorstellungen. Hier setzt diese Bachelorarbeit an, indem sie die aufkommende Alternative der virtuellen Influencer - computergenerierte Persönlichkeiten mit menschenähnlichem Erscheinungsbild - untersucht. Die Arbeit beleuchtet die Problematik der Zusammenarbeit mit menschlichen Influencern und zeigt auf, wie virtuelle Influencer potenzielle Schwierigkeiten eliminieren könnten. Dabei werden bekannte virtuelle Influencer wie Shudu Gram, Noonoouri und Lil Miquela als Beispiele herangezogen, von denen letztere sogar von der TIME zu einer der einflussreichsten Personen im Internet ernannt wurde. Doch wieso lassen wir uns durch virtuelle Influencer beeinflussen, die rein animiert sind? Das Ziel dieser Arbeit ist es, potenzielle Einflussfaktoren der Persuasion durch virtuelle Influencer mittels eines konzeptionellen Modells zu identifizieren. Die zentrale Fragestellung lautet: "Welche Faktoren tragen zur Beeinflussung der Konsumenten durch virtuelle Influencer bei?" Dabei bezieht die Arbeit sich auf verschiedene Modelle der Persuasionsforschung. Insbesondere wird das Kommunikationsmodell nach Lasswell als Grundlage genutzt, um mögliche Einflussfaktoren zu analysieren. Zudem werden verhaltenswissenschaftliche Bezüge hergestellt und auf die Interaktion zwischen Mensch und Roboter eingegangen.

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