@phdthesis{Florian,
  type      = {Bachelor Thesis},
  author    = {Ummenhofer Florian},
  title     = {Influencer Management in a Social Web Environment Identification and Supervision of Opinion Leaders for Influencing Customer Purchase Decisions},
  url       = {https://nbn-resolving.org/urn:nbn:de:bsz:944-opus4-1131},
  pages     = {VII, 74 S.},
  abstract  = {In a world where customers are exposed to advertisement and marketing messages on a daily basis, traditional marketing has almost lost its power. Especially, younger persons simply don`t have the time or the patience anymore to listen to every single marketing message out there. This forces marketers to search for new ways to reach their customers. Nowadays they are not anymore focusing on ways to reach the customer directly but try to communicate their message indirectly via persons who are not necessarily involved in the marketing industry. Marketers define those persons as so-called influencers. Influencers can be individuals writing blogs or publishing articles in online forums as well as friends suggesting a special product they recently bought. After addressing basic topics like influencer marketing, the social web and the customer journey, I will head on with the main part of the thesis focusing on the different influencer categories and the methods for companies or brands to identify and control these influencers in a social web environment. The Web 2.0 has made this process a lot easier for companies since they are now able to use services like social influence scoring platforms to do so. An in-depth analysis of the algorithms and measurement processes used by those platforms will show the pros and cons of this method. Finally I will point out which influencer types would be helpful in each stage of the customer journey to generate sales as well as external elements capable of altering the influencer`s marketing message.},
  language  = {en}
}