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OverviewBased 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. Full Product DetailsAuthor: Julia SinnigPublisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Imprint: Springer Gabler Edition: 1st ed. 2020 Weight: 0.454kg ISBN: 9783658275426ISBN 10: 3658275421 Pages: 316 Publication Date: 23 August 2019 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsRelevance 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.ReviewsAuthor InformationDr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen. Tab Content 6Author Website:Countries AvailableAll regions |
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