Overview
- Publication in the field of influencer marketing
Part of the book series: Innovatives Markenmanagement (INMA)
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Table of contents (4 chapters)
Keywords
About this book
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.
Authors and Affiliations
About the author
Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
Bibliographic Information
Book Title: The Role of Origin of Fame in Influencer Branding
Book Subtitle: A Comparative Analysis of German and Russian Consumers
Authors: Julia Sinnig
Series Title: Innovatives Markenmanagement
DOI: https://doi.org/10.1007/978-3-658-27543-3
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
Softcover ISBN: 978-3-658-27542-6Published: 23 August 2019
eBook ISBN: 978-3-658-27543-3Published: 20 August 2019
Series ISSN: 2627-1109
Series E-ISSN: 2627-1117
Edition Number: 1
Number of Pages: XXIII, 316
Number of Illustrations: 50 b/w illustrations