| 書目名稱 | The Role of Origin of Fame in Influencer Branding |
| 副標題 | A Comparative Analys |
| 編輯 | Julia Sinnig |
| 視頻video | http://file.papertrans.cn/919/918973/918973.mp4 |
| 概述 | Publication in the field of influencer marketing |
| 叢書名稱 | Innovatives Markenmanagement |
| 圖書封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2020 |
| 關鍵詞 | Role of Origin of Fame; Influencer Branding; Comparative Analysis of German and Russian Consumers; Soci |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-27543-3 |
| isbn_softcover | 978-3-658-27542-6 |
| isbn_ebook | 978-3-658-27543-3Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 |
|Archiver|手機版|小黑屋|
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