The Role of Origin of Fame in Influencer Branding : A Comparative Analysis of German and Russian Consumers

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. Front Matter ....Pages I-XXIII Relevance of Influencers for Brand Management (Julia Sinnig)....Pages 1-31 Theoretical Foundations and Development of Research Model (Julia Sinnig)....Pages 33-109 Empirical Model Validation and Hypotheses Testing (Julia Sinnig)....Pages 111-199 Conclusion, Reflection and Outlook (Julia Sinnig)....Pages 201-235 Back Matter ....Pages 237-316