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

Published Wiesbaden : Springer Gabler, [2020] ©2020

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Description 1 online resource : illustrations Series Innovatives Markenmanagement, 2627-1109 ; Band 69 Innovatives Markenmanagement ; Bd. 69. 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 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 Notes "Dissertation Universität Bremen, 2019." Bibliography Includes bibliographical references Notes English, with forewords in German Online resource; title from PDF title page (SpringerLink, viewed September 11, 2019) Subject Consumers' preferences -- Germany Consumers' preferences -- Russia Social media -- Economic aspects Consumers' preferences Social media -- Economic aspects Germany Russia Form Electronic book ISBN 9783658275433 365827543X

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