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Innovatives Markenmanagement

The Role of Origin of Fame in Influencer Branding

A Comparative Analysis of German and Russian Consumers

Authors: Sinnig, Julia

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  • Publication in the field of influencer marketing

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eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-658-27543-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-27542-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.

Table of contents (4 chapters)

Table of contents (4 chapters)

Buy this book

eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-658-27543-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-27542-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Role of Origin of Fame in Influencer Branding
Book Subtitle
A Comparative Analysis of German and Russian Consumers
Authors
Series Title
Innovatives Markenmanagement
Copyright
2020
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-27543-3
DOI
10.1007/978-3-658-27543-3
Softcover ISBN
978-3-658-27542-6
Series ISSN
2627-1109
Edition Number
1
Number of Pages
XXIII, 316
Number of Illustrations
50 b/w illustrations
Topics