@techreport{Gerhards2017, author = {Gerhards, Claudia}, title = {Snapchat in Deutschland: Wie verwenden Nutzer die App und was publizieren Medienmarken?}, number = {38}, address = {D{\"u}sseldorf}, issn = {2365-3361}, doi = {10.20385/2365-3361/2017.38}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:due62-opus-11443}, year = {2017}, abstract = {Obgleich Snapchat im Mediennutzungsverhalten insbesondere von Teenagern eine zunehmend wichtige Rolle spielt, liegen f{\"u}r Deutschland bislang kaum Erkenntnisse dazu vor, wie Funktionen und Inhalte der App tats{\"a}chlich von Usern genutzt werden und welche Inhalte- und Gestaltungserwartungen diese an Snapchat-Auftritte von Marken kn{\"u}pfen. Zudem fehlt es an Untersuchungen, die Aufschluss dar{\"u}ber geben, in welchem Umfang deutsche Medienmarken mit eigenen Snapchat-Accounts aktiv sind, welche Inhalte sie dort publizieren, und ob diese mit den Erwartungen von Usern konform gehen. Der vorliegende Artikel versucht diese Forschungsl{\"u}cken zu schließen und verwendet einen Methodenmix, der aus einer Befragung von Snapchat-Nutzern in Deutschland (n=1610), einer Marktanalyse der Snapchat-Accounts deutscher Medienmarken und einer systematisierten Inhaltsanalyse dieser Kan{\"a}le besteht.}, language = {de} } @techreport{GerhardsFerschke2009, author = {Gerhards, Claudia and Ferschke, Stephanie}, title = {Branded Entertainment im TV: Ein Bestimmungsversuch aus Sicht der Systemtheorie und der Prinzipal-Agent-Theorie und Handlungsempfehlungen f{\"u}r das Schnittstellenmanagement}, number = {9}, editor = {Kalmring, Dirk}, address = {D{\"u}sseldorf}, organization = {Fachhochschule D{\"u}sseldorf}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:due62-opus-5189}, year = {2009}, abstract = {Aufgrund der zunehmenden Digitalisierung und der damit einhergehenden Ver{\"a}nderungen hinsichtlich der Verbreitungswege und Angebotsformen, der Fragmentarisierung von Zielgruppen und ver{\"a}ndertem Mediennutzungsverhalten befindet sich die Kommunikationsbranche im Umbruch. Kommunikationstreibende und Marketingverantwortliche suchen nach neuen Kommunikationsformen, Medienunternehmen nach neuen Erl{\"o}squellen. In diesem Zusammenhang spielen Branded-Entertainment-TV-Produktionen eine immer wichtiger werdende Rolle. In dem Beitrag werden m{\"o}gliche Akteurskonstellationen von Branded-Entertainment-TV-Produktionen erstmals systematisch dargestellt, die Informationsasymmetrien und Zielkonflikte der Akteure vor dem Hintergrund der Systemtheorie und der Prinzipal-Agent-Theorie herausgearbeitet und Handlungsempfehlungen f{\"u}r das Schnittstellenmanagement aufgezeigt.}, language = {de} } @article{Gerhards2023, author = {Gerhards, Claudia}, title = {Of tubes and telegrams: The names of social media platforms and messenger services}, series = {Convergence: The International Journal of Research into New Media Technologies}, volume = {0}, journal = {Convergence: The International Journal of Research into New Media Technologies}, number = {0}, publisher = {Sage}, issn = {1748-7382}, doi = {10.1177/13548565231174591}, pages = {1 -- 25}, year = {2023}, language = {en} } @incollection{Gerhards2022, author = {Gerhards, Claudia}, title = {Influencen}, series = {Historisches W{\"o}rterbuch des Mediengebrauchs, Bd. 3}, booktitle = {Historisches W{\"o}rterbuch des Mediengebrauchs, Bd. 3}, editor = {Christians, Heiko and Bickenbach, Matthias and Wegmann, Nikolaus}, publisher = {B{\"o}hlau}, address = {K{\"o}ln, Weimar, Wien}, isbn = {978-3-412-51430-3}, pages = {163 -- 179}, year = {2022}, language = {de} } @misc{Gerhards2021, author = {Gerhards, Claudia}, title = {Was zeichnet „gutes Verhalten" von Influencern bei Werbekooperationen aus? Die Sicht von Agenturen}, series = {transfer - Zeitschrift f{\"u}r Kommunikation und Markenmanagement}, volume = {67}, journal = {transfer - Zeitschrift f{\"u}r Kommunikation und Markenmanagement}, number = {2}, publisher = {New Business Verlag}, issn = {1436-798X}, pages = {100 -- 105}, year = {2021}, language = {de} } @incollection{Gerhards2018, author = {Gerhards, Claudia}, title = {Snapchatten}, series = {Historisches W{\"o}rterbuch des Mediengebrauchs, Bd. 2}, booktitle = {Historisches W{\"o}rterbuch des Mediengebrauchs, Bd. 2}, editor = {Christians, Heiko and Bickenbach, Matthias and Wegmann, Nikolaus}, publisher = {B{\"o}hlau}, address = {K{\"o}ln, Weimar, Wien}, isbn = {978-3-412-50512-7}, pages = {425 -- 439}, year = {2018}, language = {de} } @article{Gerhards2015, author = {Gerhards, Claudia}, title = {YouTube-basierte Gesch{\"a}ftsmodelle von Bewegtbildanbietern. Eine Option f{\"u}r Fernsehproduzenten?}, series = {MedienWirtschaft. Zeitschrift f{\"u}r Medienmanagement und Medien{\"o}konomie}, volume = {12}, journal = {MedienWirtschaft. Zeitschrift f{\"u}r Medienmanagement und Medien{\"o}konomie}, number = {2}, publisher = {New-Business-Verlag}, issn = {1613-0669}, pages = {14 -- 26}, year = {2015}, language = {de} } @article{Gerhards2017, author = {Gerhards, Claudia}, title = {Product placement on YouTube: An explorative study on YouTube creators' experiences with advertisers}, series = {Convergence: The International Journal of Research into New Media Technologies}, volume = {25}, journal = {Convergence: The International Journal of Research into New Media Technologies}, number = {3}, publisher = {SAGE Publications}, issn = {1354-8565}, doi = {10.1177/1354856517736977}, pages = {516 -- 533}, year = {2017}, abstract = {During its process of diffusion, YouTube has become increasingly attractive for advertisers, not only in terms of classical commercials (like pre-roll ads) but also in terms of product placement opportunities. This article aims to explore the processes between YouTube creators and advertisers concerning product placement enquiries. For this purpose, YouTube creators from Germany ( n = 57) answered an online survey about their experiences with advertisers. The creators covered a wide range of YouTube channel genres (beauty, fashion, comedy, gaming, cooking) and differed in number of subscribers. Some creators who took part in the survey had less than 20,000 subscribers, others had between 20,000 and 500,000 subscribers and still others had more than 500,000 subscribers. How often do YouTube creators use product placement? Is paid-for placement an important source of finance for them? How professional are the relations and processes between YouTube creators and advertisers? Before presenting and discussing the results of the empirical survey of the current use of product placement, a brief history of how YouTube has become a marketing space for advertisers is provided.}, language = {en} } @article{Gerhards2025, author = {Gerhards, Claudia}, title = {Social Media Influencers as "Dirty Workers": An Explorative Study on How They Use Strategies to Reduce the Moral Taint}, series = {Social Media + Society}, volume = {11}, journal = {Social Media + Society}, number = {2}, publisher = {SAGE Publications}, issn = {2056-3051}, doi = {10.1177/20563051251348917}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:due62-opus-54189}, pages = {17}, year = {2025}, abstract = {Since social media influencers have become popular and monetize their content with the help of advertising deals, they have been associated with morally questionable, deceptive behavior. The list of misconduct is long. It includes, for example, not disclosing sponsored content, withholding negative experiences with promoted products, buying fake followers, and promoting false ideals of beauty. Building on the concept of "dirty work" as a theoretical framework, this article asks which strategies influencers use to soften this moral taint. Qualitative interviews with influencers living in Germany show that they are aware of their negative image in public and use various stigma management strategies. This article offers a perspective that has not yet played a role in the ethics debate about influencers. It asks how influencers, who are often associated with morally questionable practices, immunize themselves against this negative image and find a positive work identity.}, language = {en} }