eBook

Sinnig

The Role of Origin of Fame in Influencer Branding

A Comparative Analysis of German and Russian Consumers

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eBook. PDF

eBook

2019

316 S. XXIII, 316 p. 50 illus..

In englischer Sprache

Springer Gabler. ISBN 978-3-658-27543-3

Das Werk ist Teil der Reihe: Innovatives Markenmanagement

Produktbeschreibung

Based on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related outcomes depends on the identification of consumers with social media influencers. Additionally, the cultural characteristics of countries in which consumers live play a significant role as to how consumers' identification with social media influencers impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way.

Contents

Relevance of Social Media Influencers for Brand Management
The Social Media Influencer-Consumer Relationship
Conceptual Foundations of the Effects of Social Media Influencers
Identification of Implications for Brand Management and for Further Research

Target Groups

Researchers and students in the fields of marketing, communication, advertising effectiveness, brand management
Practitioners in German and Russian consumers behavior

The Author

Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.