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Department of Business and Economics

Dr. Sarah Köcher as a guest on the "Orange by Handelsblatt" podcast "Wirt­schaft einfach er­klärt“

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Under the title "Do Influencers Really Do Anything for Money?", Dr. Sarah Köcher can be heard as a guest speaker on the "Orange by Handelsblatt" podcast "Wirt­schaft einfach er­klärt" (Business explained simply). Here, she explains why advertising by influencers has a particularly authentic effect. One of the main reasons for this is that influencers build up a supposedly friendly relationship by letting their followers participate strongly in their everyday lives. The more intensively the followers enter into this relationship, the more credibly the influencer is perceived and the more likely they are to buy the advertised products. In this context, Dr. Köcher discusses current scientific studies that prove this exciting phenomenon.

Link to Podcast (German)