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The Role of Origin of Fame in Influencer Branding

A Comparative Analysis of German and Russian Consumers

  • Julia Sinnig
Book

Part of the Innovatives Markenmanagement book series (INMA)

Table of contents

  1. Front Matter
    Pages I-XXIII
  2. Julia Sinnig
    Pages 201-235
  3. Back Matter
    Pages 237-316

About this book

Introduction

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.

Keywords

Role of Origin of Fame Influencer Branding Comparative Analysis of German and Russian Consumers Social media Influencer Celebrity Instagram Brand management Marketing Branding Culture Identification Opinion leader Online Social Media Influencers Effects of Social Media Influencers

Authors and affiliations

  • Julia Sinnig
    • 1
  1. 1.BremenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-27543-3
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-27542-6
  • Online ISBN 978-3-658-27543-3
  • Series Print ISSN 2627-1109
  • Series Online ISSN 2627-1117
  • Buy this book on publisher's site