The Role of Origin of Fame in Influencer Branding (eBook)

A Comparative Analysis of German and Russian Consumers

Julia Sinnig (Autor)

eBook Download: PDF

2019 | 1st ed. 2020
XXIII, 316 Seiten
Springer Fachmedien Wiesbaden (Verlag)
978-3-658-27543-3 (ISBN)

Infos

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.

Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.

Inhalt

Geleitwort 6
Vorwort 8
Contents 10
Tables 17
Abbreviations 22
A Relevance of Influencers for Brand Management 23
1 How Influencers Have Emerged in the Social Media Landscape 23
2 Current State of Research and Research Gaps 38
3 Scientific Classification and Outline of the Study 48
B Theoretical Foundations and Development of Research Model 54
1 Conceptual Foundations of Influencer Branding 54
1.1. Definition of Social Media Influencers 54
1.2. Definition of Influencer Branding 58
1.2.1. The Identity-Based Brand Management Model 58
1.2.2. Influencer Branding in the Management Process of Identity-Based Brand Management 62
2 Effects of Influencer Branding on Brand Objectives 70
3 The Social Media Influencer-Consumer Relationship: Conceptual Foundations of the Effects of Social Media Influencers 75
3.1. Conceptual Foundations of Identification Theory 75
3.2. Consequences of Wishful and Similarity Identification 81
3.3. Importance of Self-Esteem for Identification Processes 87
3.4. Conceptual Foundations of Social Media Influencers with Analog and Online Fame-Origin 91
4 The Brand-Consumer Relationship: Conceptual Foundations of Self-Congruity Theory 104
5 Conceptual Foundations of Balance Theory and its Significance for Influencer Branding 109
6 The Moderating Role of Culture 116
7 Summary of Hypotheses 129
C Empirical Model Validation and Hypotheses Testing 131
1 General Requirements for the Conceptualization of Experimental Research 131
2 Experimental Study Design 134
2.1. Selection and Manipulation of Independent Variables (Stimuli) 135
2.2. Operationalization of Moderators and Dependent Variables 142
2.3. Operationalization of Extraneous Variables (Control Variables) 148
2.4. Questionnaire Design 155
2.5. Pre-Test 157
2.6. Selection of the Country for Cultural Comparison 160
3 Results of the German Sample 165
3.1. Sample Selection, Data Check and Data Cleansing of the German Sample 165
3.2. Hypotheses Testing (German Sample) 167
3.3. Further Results regarding the Impact of SMIs on Brand Images (German Sample) 187
4 Results of the Russian Sample 195
4.1. Sample Selection, Data Check, and Data Cleansing of the Russian Sample 195
4.2. Hypotheses Testing (Russian Sample) 196
4.3. Further Results regarding the Impact of SMIs on Brand Images (Russian Sample) 213
5 Summary of Hypotheses Validation and Results 216
D Conclusion, Reflection and Outlook 220
1 Summary of Theoretical Basis and Empirical Results 220
2 Managerial Implications 226
3 Implications for Further Research 248
Appendix 255
Literature 277

Produkt-Details

• Erscheint lt. Verlag: 20.8.2019
• Reihe/Serie: Innovatives Markenmanagement
• Reihe/Serie: Innovatives Markenmanagement
• Zusatzinfo: XXIII, 316 p. 50 illus.
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Branding • Brand Management • Celebrity • Comparative Analysis of German and Russian Consumers • Culture • Effects of Social Media Influencers • Identification • influencer • Influencer Branding • Instagram • Marketing • Online • Opinion Leader • Role of Origin of Fame • Social Media • Social Media Influencers
• ISBN-10: 3-658-27543-X / 365827543X
• ISBN-13: 978-3-658-27543-3 / 9783658275433