LEADER 03713nam  22005175  450 
001 9910367252803321
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010   $a3-658-27543-X
024 7 $a10.1007/978-3-658-27543-3
035   $a(CKB)4100000009046509
035   $a(MiAaPQ)EBC5855449
035   $a(DE-He213)978-3-658-27543-3
035   $a(PPN)24860077X
035   $a(EXLCZ)994100000009046509
100   $a20190820d2020      u|         0
101 0 $aeng
135   $aurcnu||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 14$aThe Role of Origin of Fame in Influencer Branding $eA Comparative Analysis of German and Russian Consumers /$fby Julia Sinnig
205   $a1st ed. 2020.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2020.
215   $a1 online resource (334 pages)
225 1 $aInnovatives Markenmanagement,$x2627-1109
311   $a3-658-27542-1 
320   $aIncludes bibliographical references.
327   $aRelevance 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. .
330   $aBased on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related outcomes depends on the identification of consumers with social media influencers. Additionally, the cultural characteristics of countries in which consumers live play a significant role as to how consumers? identification with social media influencers impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way. Contents Relevance of Social Media Influencers for Brand Management The Social Media Influencer-Consumer Relationship Conceptual Foundations of the Effects of Social Media Influencers Identification of Implications for Brand Management and for Further Research Target Groups Researchers and students in the fields of marketing, communication, advertising effectiveness, brand management Practitioners in German and Russian consumers behavior The Author Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
410  0$aInnovatives Markenmanagement,$x2627-1109
606   $aMotivation research (Marketing)
606   $aInternet personalities
606   $aInternational business enterprises?Cross-cultural studies
606   $aConsumer Behavior$3https://scigraph.springernature.com/ontologies/product-market-codes/513060
606   $aCross-Cultural Management$3https://scigraph.springernature.com/ontologies/product-market-codes/525040
615  0$aMotivation research (Marketing)
615  0$aInternet personalities.
615  0$aInternational business enterprises?Cross-cultural studies.
615 14$aConsumer Behavior.
615 24$aCross-Cultural Management.
676   $a339.47
700   $aSinnig$b Julia$4aut$4http://id.loc.gov/vocabulary/relators/aut$01062742
906   $aBOOK
912   $a9910367252803321
996   $aThe Role of Origin of Fame in Influencer Branding$92528193
997   $aUNINA