The Role of Origin of Fame in Influencer Branding : a Comparative Analysis of German and Russian Consumers

http://nbn-resolving.de/urn:nbn:de:gbv:46-00107159-10
https://elib.suub.uni-bremen.de/peid=D00107159
https://elib.suub.uni-bremen.de/edocs/00107159-1.pdf
urn:nbn:de:gbv:46-00107159-10
Sinnig, Julia
2019
Universität Bremen: Wirtschaftswissenschaften
Dissertation
social media, influencer, brand, marketing, branding, identification
Consumers increasingly turn to influencers on social media to learn about new trends and/or products. Marketers have recognized the potential influencers have to reach and influence their followers and have started using them to deliver their brand messages to influencers audiences in the hopes to positively affect psychographic and behavioral brand objectives. However, this practice also confronts marketers with new challenges. One substantial challenge of influencer branding is the identification of a suitable influencer. Within this work, special attention was devoted to the origin of fame-criterion which refers to the way influencers became known to their audience. Influencers with analog fame-origin include those who became known due to special achievements of outstanding talents, e.g. singers or athletes. Influencers with online fame-origin, on the other hand, solely became famous through their self-presentation on their social media channels. Within this work, the question was formulated whether consumers perceive these types of influencers differently and if such different perceptions then lead to differing brand outcomes. While the results indicate that the role of origin of fame is of less importance, they show that cultural differences exist regarding the impact of influencers on brand outcomes, which lie in different types of identifications of consumers with given influencers.
DDC
330
2019.05.08/15:19:15
The Role of Origin of Fame in Influencer Branding : a Comparative Analysis of German and Russian Consumers
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