Téléchargez le livre : Drivers of User Engagement in Influencer Branding

Drivers of User Engagement in Influencer Branding

An Empirical Analysis of Brand-Related User-Generated Content on Instagram de

Éditeur :

Springer Gabler


Collection :

Innovatives Markenmanagement

Paru le : 2021-08-23

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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.
Pages
220 pages
Collection
Innovatives Markenmanagement
Parution
2021-08-23
Marque
Springer Gabler
EAN papier
9783658346508
EAN PDF
9783658346515
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
22
Taille du fichier
6298 Ko
Prix
95,39 €
EAN EPUB
9783658346515
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
22
Taille du fichier
48609 Ko
Prix
95,39 €

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