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Die Wirkung von Beziehungen im Influencer Branding

Die Wirkung von Beziehungen im Influencer Branding

Andre Jann Lienemann

85,00 €
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Editorial:
Springer Nature B.V.
Año de edición:
2021
Materia
Ventas y marketing
ISBN:
9783658354664
85,00 €
IVA incluido
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Sobre IBD

Social Media Influencer nehmen eine stetig wachsende Rolle in der Markenführung ein. Marken stehen vor der Problematik, geeignete Influencer für ihre Kooperationen auszuwählen. Andre Jann Lienemann widmet sich dieser Auswahlproblematik und untersucht Kriterien, die in den Beziehungen zwischen dem Influencer, der Marke und den Konsumenten liegen. In einer experimentellen Studie zeigte sich, dass sowohl das Attachment vom Konsumenten zum Influencer als auch der wahrgenommene Fit zwischen Marke und Influencer das Kaufverhalten von Konsumenten beeinflussen können.

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