LIBROS DEL AUTOR: julia sinnig

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  • The Role of Origin of Fame in Influencer Branding
    Julia Sinnig
    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 ...
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