The Credibility of influencer marketing and mandatory labelling.The legal situation in Germany and its influence on acceptance and consumer behaviour

Inhaltsverzeichnis (Table of Contents)

• Abstract
• 1. Introduction
• 2. Legal Framework: Labelling and Disclosure Obligations for Influencers
• 2.1. Development of Online Advertising and Influencer Marketing
• 2.2. Legal Framework - Development and Analysis
• 2.2.1. Current Legal Situation in Germany
• 2.2.2. Analysis of Court Decisions
• 2.2.3. Legal Perspective on Influencer Marketing in Germany
• 2.3. Practical Implications of Legal Regulations
• 3. Empirical Research: Consumer Behaviour, Credibility and Transparency
• 3.1. Conceptualisation of Credibility in Influencer Marketing
• 3.2. Survey and Case Study
• 3.2.1. Research Design
• 3.2.2. Data Analysis
• 3.3. Results and Findings
• 3.3.1. Survey Results and Interpretation
• 3.3.2. Case Study Results and Interpretation
• 3.3.3. Correlation between Consumer Behaviour, Transparency and Credibility
• 4. Discussion and Conclusion
• 5. Limitations of Research and Future Research Directions

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The dissertation examines the legal and empirical aspects of influencer marketing in Germany, focusing on the credibility of influencer marketing and the impact of mandatory labelling on consumer behavior. It aims to provide a comprehensive understanding of the current legal situation regarding labelling and disclosure obligations for influencers on social media platforms, specifically Instagram, and to assess its influence on the perceived credibility of influencer marketing and subsequent consumer behavior.

• Legal framework for influencer marketing in Germany
• Mandatory labelling and disclosure requirements
• Impact of labelling on consumer behavior
• Credibility of influencer marketing
• Consumer perception of influencer marketing

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the topic, outlining the dissertation's objectives and research questions. Chapter 2 delves into the legal framework of influencer marketing in Germany, exploring the development of online advertising and influencer marketing, analyzing court decisions and identifying current legal regulations. Chapter 3 presents the empirical research, investigating consumer behavior, credibility and transparency in influencer marketing through a survey and case study, and discussing the correlation between these elements.

Schlüsselwörter (Keywords)

Influencer marketing, legal framework, labelling, disclosure obligations, consumer behaviour, credibility, transparency, social media, Instagram, Germany, empirical research, survey, case study.