The role of origin of fame in influencer branding : a comparative analysis of German and Russian consumers / Julia Sinnig ; with a foreword by Univ.-Prof. Dr. Christoph Burmann.
2020
HF5415.33.G3 S56 2020eb
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Title
The role of origin of fame in influencer branding : a comparative analysis of German and Russian consumers / Julia Sinnig ; with a foreword by Univ.-Prof. Dr. Christoph Burmann.
Author
Sinnig, Julia, author.
ISBN
9783658275433 (electronic book)
365827543X (electronic book)
9783658275426
365827543X (electronic book)
9783658275426
Published
Wiesbaden : Springer Gabler, [2020]
Copyright
©2020
Language
English
Language Note
English, with forewords in German.
Description
1 online resource : illustrations.
Other Standard Identifiers
10.1007/978-3-658-27543-3 doi
Call Number
HF5415.33.G3 S56 2020eb
Dewey Decimal Classification
658.8/342
Summary
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.
Note
"Dissertation Universität Bremen, 2019."
Bibliography, etc. Note
Includes bibliographical references.
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Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed September 11, 2019).
Series
Innovatives Markenmanagement ; Band 69.
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Table of 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.
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.