國立高雄大學圖資館 |

Language: English

Back

Drivers of user engagement in influe...

Fink, Tanja.

Drivers of user engagement in influencer brandingan empirical analysis of brand-related user-generated content on Instagram /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Drivers of user engagement in influencer brandingby Tanja Fink.
Reminder of title:	an empirical analysis of brand-related user-generated content on Instagram /
Author:	Fink, Tanja.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2021.
Description:	xx, 220 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Internet marketing.
Online resource:	https://doi.org/10.1007/978-3-658-34651-5
ISBN:	9783658346515

Drivers of user engagement in influencer brandingan empirical analysis of brand-related user-generated content on Instagram /
Fink, Tanja.

Drivers of user engagement in influencer brandingan empirical analysis of brand-related user-generated content on Instagram /[electronic resource] :by Tanja Fink. - Wiesbaden :Springer Fachmedien Wiesbaden :2021. - xx, 220 p. :ill., digital ;24 cm. - Innovatives markenmanagement,2627-1117. - Innovatives markenmanagement..

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding - both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About the Author: Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.

ISBN: 9783658346515

Standard No.: 10.1007/978-3-658-34651-5doiSubjects--Corporate Names:

904915
Instagram (Firm)
Subjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265

Dewey Class. No.: 659.144

Drivers of user engagement in influencer brandingan empirical analysis of brand-related user-generated content on Instagram /
LDR:02140nmm a2200337 a 4500 001 607750
003 DE-He213
005 20210823084425.0
006 m d
007 cr nn 008maaau
008 220119s2021 gw s 0 eng d
020 $a 9783658346515 $q (electronic bk.)
020 $a 9783658346508 $q (paper)
024 7 $a 10.1007/978-3-658-34651-5 $2 doi
035 $a 978-3-658-34651-5
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1265
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJSM $2 thema
082 0 4 $a 659.144 $2 23
090 $a HF5415.1265 $b .F499 2021
100 1 $a Fink, Tanja. $3 904914
245 1 0 $a Drivers of user engagement in influencer branding $h [electronic resource] : $b an empirical analysis of brand-related user-generated content on Instagram / $c by Tanja Fink.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2021.
300 $a xx, 220 p. : $b ill., digital ; $c 24 cm.
490 1 $a Innovatives markenmanagement, $x 2627-1117
520 $a The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding - both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About the Author: Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
610 2 0 $a Instagram (Firm) $3 904915
650 0 $a Internet marketing. $3 208232
650 0 $a User-generated content. $3 495453
650 1 4 $a Marketing. $3 182957
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
830 0 $a Innovatives markenmanagement. $3 904916
856 4 0 $u https://doi.org/10.1007/978-3-658-34651-5
950 $a Business and Management (SpringerNature-41169)