Role of origin of fame in influencer branding, the: a comparative analysis of german and russian consumers
Auteur :
Sinnig, Julia
Éditeur :
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN :
9783658275426
Date de publication :
23 août 2019
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
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.