TY - THES A1 - Cinjakov, Lisa T1 - Influencer marketing as a tool to increase user numbers of subscription-based music streaming services in the German market N2 - This bachelor’s thesis examines the relevancy of influencer marketing as a tool for premium audio-streaming services to acquire users. After acknowledging the shift from physical products to digital services in the German music market, brands need to become aware of the possibilities of strategically developed influencer marketing campaigns. By carefully assessing all elements of an influencer cooperation, brands are able to achieve objectives such as increasing conversion rates, brand awareness and more. In order to develop a relevant strategy, a quantitative survey was conducted using Spotify as an exemplary case study. With the aim of increasing user numbers of Spotify’s premium service, many conclusions regarding the elements of an influencer marketing strategy were derived. In this scope, the great potential of micro influencers was realized. They are well received and trusted by the audience, simultaneously appearing to have a positive effect on the purchasing decisions of users, as the research and empirical study prove. Demand for informative influencer content combined with discounts and other added values was recognized. If presented these conditions, consumers are willing to trial a service and can thereafter be acquired as paying subscribers through service performance. Y1 - 2021 UR - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:573-7901 CY - Ingolstadt ER -