Drivers of User Engagement in Influencer Branding
ISBN:
978-3-658-34650-8
Auflage:
1st ed. 2021
Verlag:
Springer Fachmedien Wiesbaden GmbH, Springer Gabler
Land des Verlags:
Deutschland
Erscheinungsdatum:
24.08.2021
Reihe:
Innovatives Markenmanagement
Format:
Softcover
Seitenanzahl:
220
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The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
Schlagwörter
Biografische Anmerkung
About the Author:
Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
