Der Einsatz von Influencer Marketing auf Instagram zur Verkaufsforderung in der Modebranche am Beispiel der Marke Kapten Son Akzeptanz und Wahrnehmung von Influencer Marketing und dessen Einfluss auf das Kaufverhalten uber den Verkmarktungskanal Instagram
The impact of social influencers in the fashion industry is rising. The new influ encers have become famous via social media and offer interesting new opportuni ties for media based customer interactions. A various number of brands already include influencer marketing in their communication strategy. In this bachelor thesis, the influencer is examined for his influence in fashion trends and consumer buying decisions. And accordingly, the acceptance and perception of influencer marketing via the marketing channel Instagram. First, the theory of social media is dealt with, with a specific focus on Instagram and influencer marketing as a com munication tool. Due to the relevance of the topic, the influences and impact of the digital influencers still need to be analyzed with the help of a quantitative sur vey. This method has been chosen to provide better insight into the customer seg ment and how it is perceived. The key findings of the following survey are that In stagram users are aware of their contributions. Well designed campaigns are con sidered credible and especially among the younger generations, there is an in creasing number of purchases of the advertised products. As a result, Instagram is suitable as an advertising platform in the fashion industry and therefore the com mercial content is (still) accepted.