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The Role of Origin of Fame in Influencer Branding
Julia Sinnig
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Kundenbewertungen
Celebrity, Online, Culture, Identification, Comparative Analysis of German and Russian Consumers, Social Media Influencers, Brand management, Branding, Instagram, Effects of Social Media Influencers, Role of Origin of Fame, Influencer, Social media, Marketing, Opinion leader, Influencer Branding