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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.

Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000361	EB0005110	658.8 Fon d	Central Library (OPAC)	Available

Detail Information

Series Title: Innovatives Markenmanagement
Call Number: 658.8 Fon d
Publisher: Springer Gabler : Springer Gabler Wiesbaden., 2021
Collation: xx, 220p.:ill
Language: English
ISBN/ISSN: 978-3-658-34651-5
Classification: 658.8
Content Type: Ebook
Media Type: -
Carrier Type: online resource
Edition: 1
Subject(s): Marketing
Specific Detail Info: -
Statement of Responsibility: BRF

Other version/related

Title	Edition	Language
Drivers of User Engagement in Influencer Branding	1	en

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Drivers of User Engagement in Influencer Branding

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