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Nachhaltiger Aufbau einer Personenmarke im Kontext sozialer Medien

Nachhaltiger Aufbau einer Personenmarke im Kontext sozialer Medien


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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule Fresenius Idstein, Sprache: Deutsch, Abstract: Grundsätzlich kann jede Person eine Personal Brand, also Personenmarke, sein. Denn diese ist lediglich als ein nach das nach außen gekehrte Bild einer personenbezogenen Identität zu verstehen. Personal Branding findet überall statt. Sobald Menschen in Interaktion miteinander treten, kreieren sie ein äußeres Bild, welches ihr Umfeld wahrnimmt. Dabei entstehen Emotionen, die Vertrauen und Verbundenheit erzeugen können. Dies machen sich Unternehmen, Influencer und alle die, die ein Produkt verkaufen wollen, ebenfalls zu nutzen. Wie stark eine Personal Brand sein kann, zeigen diverse Influencer in den sozialen Medien. Ihre Personal Brands ziehen Tausende oder gar Millionen Menschen aus ihrer Zielgruppe an. Dort sind sie als Mensch und Marke greifbar, erlebbar und anscheinend stets ansprechbar. Die unmittelbaren Interaktionsmöglichkeiten stärken die Bindung zwischen der Personal Brand und der Zielgruppe. Doch nicht alle Versuche eine Personal Brand aufzubauen gelingen. Da man bei Personen des öffentlichen Lebens oft ein schnelles Wachstum der Social Media Profile beobachten kann oder Profile mit hohen Followerzahlen häufiger vorgeschlagen werden, entsteht der Eindruck, dass eine Personal Brand schnell aufgebaut werden kann. Allerdings ist davon auszugehen, dass es für eine bleibende und beständige Präsenz mehr Zeit und strategischem Vorgehen bedarf. Deshalb soll sich diese Ausarbeitung mit der Frage beschäftigten: Wie kann der nachhaltige Aufbau einer Personenmarke im Kontext sozialer Medien funktionieren? Zunächst werden die relevanten Begrifflichkeiten und Zusammenhänge erläutert. Im Anschluss werden die Faktoren zum Aufbau einer starken Personenmarke dargelegt und mit psychologischen Phänomenen in Verbindung gebracht. Der Fokus bei der Beantwortung der Frage liegt auf der Per


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Product Details
  • ISBN-13: 9783346692214
  • Publisher: Bod Third Party Titles
  • ISBN-10: 3346692213
  • Publisher Date: 29 Jun 2022


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