Influencer : Regulierung oder Selbstverpflichtung der neuen Meinungsmacher?

In den 2010er Jahren waren Influencer der Marketingtrend schlechthin. Während das Geschäft zwischen Influencern und Unternehmen weitergeht, hat sich in den letzten Jahren – spätestens seit Rezos Youtube-Video „Die Zerstörung der CDU“ – gezeigt: Die neuen Werbetreibenden sind mehr als Markenbotschafter:innen. Vielmehr nehmen sie insgesamt eine immer größere Rolle im Informationsökosystem und im politischen Willensbildungsprozess ein.

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