@phdthesis{Malkoc2020,
  type      = {Master Thesis},
  author    = {Elvir Malkoc},
  title     = {The power of the end-users for B2B influencer marketing},
  journal    = {Die Macht der Endanwender im B2B Influencer Marketing},
  doi       = {10.25924/opus-3723},
  pages     = {IX, 94},
  year      = {2020},
  abstract  = {Influencer Marketing has been discussed by various marketing experts for years and is already a fixed component of the marketing strategy in many companies. These are mainly companies from the B2C sector. Recently, more and more companies are asking themselves about possible areas of application within the B2B structure. This phenomenon is influenced by the increase in digitalization and the ever-higher hurdles in reaching target groups using traditional marketing tools. The topic of this master’s thesis was the result of professional and personal development. Various modules attended during the study inspired a deeper interest in the subject. Furthermore, the topic was always a point of discussion in the professional environment, resulting in the realisation that there is currently very little knowledge in B2B companies regarding Influencer Marketing. The aim of the research was to discover how to systematically find end users for the use of Influencer Marketing in B2B companies in the tool and hardware industry. Furthermore, the success factors for a long-term cooperation between influencers and companies from this industry will be identified and presented. Research questions were created in order to realise the above-mentioned objectives. Therefore, the primary research question and three sub-research questions were created for both the theoretical and empirical part of the work. To answer these questions, eight experts from B2B companies in the tool and hardware industry were interviewed. The evaluation was based on the qualitative content analysis according to Mayring. From the research results, a possible selection procedure could be identified, which would enable companies to systematically select influencers for marketing purposes. Furthermore, success criteria for a long-term cooperation between influencers and companies were also identified.},
  language  = {en}
}