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

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

Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.0, Buckinghamshire New University, course: Leadership & Management majoring Marketing Communications, language: English, abstract: Following the wave of warning letters and court proceedings regarding surreptitious advertising, the increasing popularity of influencer marketing also reveals the legal dimension of this topic. The lack of legal certainty in this area results..