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The role of origin of fame in influe...

Sinnig, Julia.

The role of origin of fame in influencer brandinga comparative analysis of German and Russian consumers /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The role of origin of fame in influencer brandingby Julia Sinnig.
Reminder of title:	a comparative analysis of German and Russian consumers /
Author:	Sinnig, Julia.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2020.
Description:	xxiii, 316 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Consumers' preferencesGermany.
Online resource:	https://doi.org/10.1007/978-3-658-27543-3
ISBN:	9783658275433$q(electronic bk.)

The role of origin of fame in influencer brandinga comparative analysis of German and Russian consumers /
Sinnig, Julia.

The role of origin of fame in influencer brandinga comparative analysis of German and Russian consumers /[electronic resource] :by Julia Sinnig. - Wiesbaden :Springer Fachmedien Wiesbaden :2020. - xxiii, 316 p. :ill., digital ;24 cm. - Innovatives markenmanagement,Band 692627-1109 ;. - Innovatives markenmanagement ;Band 47..

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.

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.

ISBN: 9783658275433$q(electronic bk.)

Standard No.: 10.1007/978-3-658-27543-3doiSubjects--Topical Terms:

883967
Consumers' preferences
--Germany.

LC Class. No.: HF5415.33.G3 / S56 2020

Dewey Class. No.: 658.8342

The role of origin of fame in influencer brandinga comparative analysis of German and Russian consumers /
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520 $a 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.
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