Psychologie im Influencer Management
Von interaktiven Dynamiken zu strategischen Entscheidungen
By (author) Annika Bär
Influencer prägen als Kulturträger eine Öffentlichkeit, die Anerkennung und Bewertung zugleich erzeugt, weit über reine Reichweiten- und Performance-Kennzahlen hinaus. Dieses Buch übersetzt die psychologischen Dynamiken dahinter in einen strukturierten Entscheidungsrahmen für Unternehmen, Marken und Influencer selbst, und zeigt im Ausblick, wie KI dieses Spannungsfeld weiter verändern wird.
»Psychology in Influencer Management«: Influencers shape what counts as visible, authentic, and close today, all while facing constant public evalu ation themselves. This book examines how psychological dynamics emerging from platform structures and cooperation become strategic questions for organizations, brands, and influencers themselves. Built on an original impact model, it offers a structured framework for responsible decision-making, with an outlook on how AI reshapes this field.
Annika Bär is interested in the psychological mechanisms behind visibility, collaboration, and well-being in a corporate context—a theme that runs throughout her career. After earning a bachelor’s degree in business administration with a focus on event management (DHBW Ravensburg), she deepened this interest through a master’s program in business psychology (Campus M University, Mittweida University of Applied Sciences) as well as through projects on people management, feel-good management, and burnout prevention. Since late 2025, she has been working on the People & Culture team at QuantumDiamonds GmbH in Munich, focusing on recruiting, onboarding, and culture, where she specifically incorporates psychological perspectives as part of her personal approach.
- By (author) Annika Bär
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