Details zu 10.14361/zkmm-2021-0104

Nicole Schwarz, Kerstin Hein, Stefanie Cramer Von Clausbruch
Recommendations are Golden – Referral Marketing via Influencers for Arts and Cultural Organizations / Recommendations are Golden – Empfehlungsmarketing über Influencer für Kunst- und Kultureinrichtungen
DOI: 10.14361/zkmm-2021-0104
Prof. Dr. Schwarz, Mrs. Hein, and Dr. Cramer von Clausbruch analyze how the digital transformation is influencing the marketing communication measures used by arts and cultural organizations. Media use has shifted towards the online sphere; simultaneously overstimulation of the senses by advertisements provokes insecurities regarding product choice. As a consequence, consumers often base purchase decisions on online referrals. This essay applies the findings of relevant literature on influencer marketing to arts and cultural institutions. Influencer marketing can reduce uncertainties and aids customers in reaching decisions. Strategies, opportunities and risks are outlined to provide an overview of the marketing strategy.