Drivers of User Engagement in Influencer Branding PDF Download
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Author: Tanja Fink
Publisher: Springer Nature
ISBN: 3658346515
Category : Business & Economics
Languages : en
Pages : 237
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Book Description
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.
Author: Tanja Fink
Publisher: Springer Nature
ISBN: 3658346515
Category : Business & Economics
Languages : en
Pages : 237
Get Book Here
Book Description
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.
Author: Tanja Fink
Publisher:
ISBN: 9783658346522
Category :
Languages : en
Pages : 0
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Book Description
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. 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.
Author: Julia Sinnig
Publisher: Springer Nature
ISBN: 365827543X
Category : Business & Economics
Languages : en
Pages : 334
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Book Description
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.
Author: Corina Oprea
Publisher: Springer Nature
ISBN: 3658413646
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention.
Author: Tran, Minh Tung
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
As businesses navigate the rapidly evolving digital landscape, they face the challenge of proactively staying ahead of the curve in their marketing strategies. Consumers today are more tech-savvy than ever and demand personalized experiences, making it imperative for businesses to leverage the latest marketing strategies and technologies to capture their attention. The lack of integration between marketing and technology often hinders businesses from maximizing their marketing efforts and achieving their desired outcomes. Advancing the Marketing Technology (MarTech) Revolution provides a comprehensive roadmap for businesses to embrace and leverage MarTech effectively. This book dives deep into the world of MarTech tools, platforms, and strategies, offering practical insights for businesses to thrive in the digital age. From automation and artificial intelligence to data analytics and personalized experiences, this book showcases how integrating marketing and technology can reshape marketing strategies and drive business growth.
Author: Robert W. Palmatier
Publisher: Springer
ISBN: 3319619853
Category : Business & Economics
Languages : en
Pages : 332
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Book Description
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Author: Wybe Popma
Publisher: Academic Conferences and publishing limited
ISBN: 1912764237
Category : Reference
Languages : en
Pages : 436
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Book Description
Author: Christoph Burmann
Publisher: Springer Nature
ISBN: 3658401893
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Author: Raouf Ahmad Rather
Publisher: Springer Nature
ISBN: 3031595351
Category :
Languages : en
Pages : 662
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Book Description
Author: Fazla, Rabby
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 522
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Book Description
Influencer marketing leverages the reach and trust of influencers to enhance brand awareness, affinity, and evangelism. Influencers who genuinely resonate with the brand can provide authentic endorsements, which are more likely to be trusted by their followers. This trust translates into stronger brand affinity and loyalty. Effective influencer campaigns have the potential to go viral, significantly amplifying the brand’s message and reach, which can foster a community of brand evangelists. Influencers excel at storytelling, creating engaging and relatable content that resonates with their audience. This type of content can enhance brand affinity by aligning the brand’s values with those of the audience. Leveraging customer data, brands can design influencer campaigns that are personalized to the preferences and behaviors of different segments, enhancing relevance and engagement. By leveraging data analytics and influencer marketing strategically, brands can foster stronger brand evangelism and affinity, ultimately driving growth and long-term success. Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity provides comprehensive research on the application of data analytics and influencer marketing in harnessing brand evangelism and affinity in customers. It further provides details about the impact, application, and role of data analytics and influencer marketing platforms in promoting brand evangelism and brand affinity in customers. Covering topics such as brand trust, purchase intention, and social media marketing, this book is an excellent resource for researchers, graduate and postgraduate students, academicians, business leaders, marketing professionals, and more.
