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

Table of Contents

1 Introduction and Research Purpose

1.1 Problem Statement

1.2 Aims and Objectives

1.3 Research Questions

1.4 Chapter Outline

1.5 Limitations

2 Review of Current Thinking

2.1 Insights into the Review of Current Thinking

2.2 Literature Review Methodology

2.3 Thematic Classification within Marketing

2.3.1 Definition of Influencer

2.3.2 Definition of Influencer Marketing

2.3.3 Influencer Marketing and Companies

2.3.4 The Theory of Influencer Marketing

2.3.5 Classification and Delineation of Influencer Marketing

2.3.6 The Psychology of Following

2.3.7 Critiques and Consequences of Influencer Marketing

2.4 (Media-) legal framework

2.4.1 General Classification

2.4.2 Principle of Separation

2.4.3 Law Against the Unfair Competition (UWG)

2.4.4 Infringing Acts/Individual Standards

2.4.5 Legal Consequences

2.4.6 European Directives

2.5 Summary of Literature Findings

3 Research Design and Methodology

3.1 Research Methodology Theory

3.1.1 Research Philosophy

3.1.2 Research Approach

3.1.3 Research Strategy

3.1.4 Research Choices

3.1.5 Time Horizon

3.1.6 Summary

3.2 Data Collection and Analysis

3.2.1 Data Collection Techniques and Procedure

3.2.2 Evaluation of Current Jurisdictions

3.2.3 Development of Interview Guideline

3.2.4 Development of Survey/Questionnaire

3.3 Ethical Considerations

4 Results

4.1 Archival Research Results

4.1.1 Key arguments of Current Court Decisions

4.1.2 Evaluation of Current Jurisdictions

4.2 Interviews

4.3 Survey

5 Discussion and Evaluation

5.1 Archival Research

5.2 Interviews

5.3 Survey

5.4 Answers to Research Questions

5.5 (Tentative) Hypotheses

5.6 Reliability/Validity/Generalization

6 Conclusion, Limitations and Suggestions

6.1 Conclusion

6.2 Limitations of the Research

6.3 Suggestions for Future Research Projects

Research Objectives and Themes

This dissertation examines the current legal situation surrounding influencer marketing in Germany and analyzes how mandatory labeling requirements influence consumer acceptance and purchasing behavior. It bridges the gap between legal compliance in digital media and practical marketing applications.

• Current legal landscape and regulatory challenges for influencers in Germany.
• The impact of disclosure and labeling obligations on content credibility.
• Analysis of consumer behavior and reactions to sponsored influencer content.
• Integration of empirical data from expert interviews and a consumer survey.

Excerpt from the Book

Summary of Chapters

1 Introduction and Research Purpose: This chapter introduces the research context, outlines the problem statement regarding influencer marketing, and defines the research goals and objectives.

2 Review of Current Thinking: This chapter establishes the theoretical foundation by covering marketing definitions, the psychology of following, and the complex legal framework governing commercial communication in Germany.

3 Research Design and Methodology: This chapter details the research philosophy, strategy, and data collection methods, including both archival legal analysis and primary empirical research via interviews and surveys.

4 Results: This chapter presents the empirical findings gathered from the archival research of court decisions, expert interviews, and the consumer survey data.

5 Discussion and Evaluation: This chapter synthesizes the findings to answer the research questions, evaluates the (tentative) hypotheses, and discusses the validity and reliability of the study.

6 Conclusion, Limitations and Suggestions: This chapter summarizes the main outcomes, reflects on the limitations of the current research, and suggests pathways for future studies.

Keywords

Blogger, Costumer, Credibility, Influencer, Influencer-Marketing, Marketing-Mix, Instagram, Labelling Requirements, Legal Grey Zones, Marketing, Opinion Leader, Surreptitious Advertising, Unfair Competition Law

Frequently Asked Questions

What is the core focus of this dissertation?

The dissertation focuses on the intersection of influencer marketing and German competitive law, specifically examining how labeling requirements for sponsored content affect brand and influencer credibility.

What are the primary research areas?

The work covers legal regulations (UWG, TMG, RStV), marketing strategies, consumer psychology, and the specific impact of transparency mandates on social media platforms like Instagram.

What is the main objective?

The goal is to assess the current legal uncertainty in Germany and analyze through empirical research whether mandatory labeling significantly harms consumer trust and acceptance.

What methodology is used?

The study utilizes a pragmatic, mixed-methods approach, combining archival research of German court decisions with qualitative expert interviews and quantitative consumer survey data.

What is addressed in the main section of the dissertation?

The main sections evaluate the "legal-free space" debate, analyze specific court cases (such as the Cathy Hummels lawsuit), and interpret survey data regarding how followers perceive "Ad" or "Sponsored" tags.

Which keywords best characterize the research?

Key terms include Influencer Marketing, Credibility, Unfair Competition Law (UWG), Surreptitious Advertising, Consumer Behavior, and Labeling Requirements.

What is the significance of the "Cathy Hummels" case for this research?

This case serves as a prime example of the legal tension between personal freedom of expression and the obligation to label content as advertising when products are displayed.

How do influencers feel about the current legal situation?

Based on the expert interviews, influencers express extreme uncertainty and often opt for "inflationary labeling" of all posts as advertising to avoid the risk of warnings from competition associations.