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Influencer Marketing

This book presents in a well-founded and pragmatic manner the success factors of influencer marketing for both the corporate and the influencer perspective. Marketing professionals learn whether influencer marketing is suitable for their goals and how they can successfully incorporate it into their communication strategy.

Numerous industry experts shed light on how companies find the right influencers, brief them correctly, work together successfully with them and keep an eye on the legal framework. In addition, influencers receive valuable suggestions on how they can further professionalize and expand their careers.

The 2nd edition has been completely revised, brought up to date and contains successful best cases, information on the new state media treaty and a current overview of the UWG judgments. The new authors present in detail the game changer TikTok and the results of important influencer marketing studies.

Extract from the content

• What does marketing look like in the age of influencers?

• Competition law basics of influencer marketing

• Platforms, instruments and networks in influencer marketing

• Building an influencer marketing campaign

• Influencer Marketing on TikTok, Instagram and YouTube

• Influencer Marketing Research

• Testimonials from influencers

• 14 structured case studies from B2C and B2B - from automotive, food and fashion to healthcare to science and technology

The editor

The entrepreneur Marlis Jahnke has been managing partner of inpromo GmbH, an agency for online communication, since 1999. In 2014 she founded HashtagLove, Germany's first influencer marketing platform, with which she implemented hundreds of campaigns.

With contributions from

Prof. Regina Brix, Dr. Annette Bruce, Thomas Fuchs, Dr. Sandra Gärtner, Dr. Caroline Hahn, Fabian Held, Mona Hellenkemper, André Krüger, Robert Levenhagen, Franziska von Lewinski, Henrik Martens, Moritz Meyer, Adil Sbai, Monika Sekara, Simon Unge


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  1. 1.inpromo GmbHHamburgGermany

About the editors

Marlis Jahnke is an entrepreneur - since 1999 managing partner of inpromo GmbH. She founded her agency for online communication after she (still) fell on deaf ears with her digital ideas in the music industry as a product manager at Polydor (now Universal) for artists like Udo Lindenberg or Nena. She said goodbye to the industry with her first specialist book "The Path to Pop Star", which is still a standard work today. Inpromo was followed by many years of consulting for digital communication, initially for the film, games and music industries, and today for a more heterogeneous group of customers.
In 2014 Marlis Jahnke founded Germany's first influencer marketing platform: HashtagLove successfully brings brands together with influencers from all social media channels. With innovative matching logic, a high level of automation and individual curation, HashtagLove has already implemented more than 300 high-reach and authentic campaigns for customers from a wide variety of industries. In 2020, Marlis Jahnke successfully sold the platform. Today she shares her experience and knowledge with start-up entrepreneurs and industry giants.
Marlis Jahnke is a speaker at economic and political events and voluntarily accompanies the award-winning German-North African mentoring program "Ouissal" by ema eV. Marlis Jahnke lives with her husband and children in Hamburg.
Contributing authors to the book are:
Prof. Regina Brix, ESCP Europe Turin
Dr. Annette Bruce, Creative Advantage GmbH
Thomas Fuchs, Medienanstalt Hamburg / Schleswig-Holstein
Dr. Sandra Gärtner, Dr. Sandra Gärtner Research and Consulting
Dr. Caroline Hahn, Media Authority Hamburg / Schleswig-Holstein
Mona Hellenkemper, InfluencerDB Tech GmbH & Co. KG
Christoph Jeromin, Creative Advantage GmbH
André Krüger, andrekrueger.cc
Robert Levenhagen, InfluencerDB Tech GmbH & Co. KG
Franziska von Lewinski, Syzygy AG
Henrik Martens, flow: fwd
Moritz Meyer, moritz-meyer.net
Monika Sekara, Sekara Schäfer Rechtsanwälte Partnerschaftsgesellschaft mbB
Simon Unge, unscheduled.de

Bibliographic information

  • Book Title Influencer Marketing
  • Book SubtitleFor companies and influencers: strategies, success factors, instruments, legal framework. With many examples
  • EditorsMarlis Jahnke
  • DOIhttps: //doi.org/10.1007/978-3-658-31892-5
  • Copyright Information The publisher (s) or the author (s), exclusively licensed by Springer Fachmedien Wiesbaden GmbH, a part of Springer Nature2021
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Hardcover ISBN978-3-658-31891-8
  • eBook ISBN978-3-658-31892-5
  • Edition Number2
  • Number of PagesXXI, 356
  • Number of Illustrations23 b / w illustrations, 96 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site