The Role of Origin of Fame in Influencer Branding

A Comparative Analysis of German and Russian Consumers
1. Auflage 2020
ISBN: 978-3-658-27542-6
Verlag: Springer

Buch, Englisch, 316 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 441 g

Reihe: Innovatives Markenmanagement

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.

Zielgruppe

Research

Autoren/Hrsg.

Sinnig, Julia

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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