The influence of influencer marketing on Instagram on that

Table of contents or introduction

The present work explains the connection between influencer marketing and its influence on consumer behavior from 14 to 19 year olds. Among other things, the terms influencer marketing and consumer behavior are first described in more detail and theories are presented in order to finally answer the following research question: To what extent is consumer behavior of 14 to 19-year-olds influenced by influencers on Instagram?

In the second chapter, the term social media marketing is first examined in more detail. At the beginning this is defined and classified in more detail. In addition, influencer marketing, the buzzword influencer and the marketing channel Instagram are defined and presented. The third chapter is devoted to the topic-relevant characteristics of the target group 14 to 19 year olds. In this chapter, the target group is classified in a Sinus-Milieu and needs and trends are discussed.
The influence of influencer marketing on consumer behavior is presented in the fourth chapter. In the first step, the term consumer behavior is examined in more detail. In the second step, the influence of influencer marketing on consumer behavior is put into context using the learning theory according to Bandura and sender-receiver communication. In the fifth chapter, the findings are summarized by means of a conclusion