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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 impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way. Contents Relevance of Social Media Influencers for Brand Management The Social Media Influencer-Consumer Relationship Conceptual Foundations of the Effects of Social Media Influencers Identification of Implications for Brand Management and for Further Research Target Groups Researchers and students in the fields of marketing, communication, advertising effectiveness, brand management Practitioners in German and Russian consumers behavior The Author Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.

Consumers' preferences --- Motivation research (Marketing). --- International business enterprises—Cross-cultural studies. --- Consumer Behavior. --- Cross-Cultural Management. --- Advertising --- Marketing research --- Motivation (Psychology) --- Research --- Psychological aspects --- Internet personalities. --- Influencers (Internet personalities) --- Internet celebrities --- Social media influencers --- Celebrities

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The face of internet celebrity is rapidly diversifying and evolving. Online and mainstream celebrity culture are now weaving together, such that breakout stars from one-hit viral videos are able to turn their transient fame into a full-time career.This book presents a framework for thinking about the different forms of internet celebrity that have emerged over the last decade, taking examples from the Global North and South, to consolidate key ideas about cultures of online fame. It discusses the overall landscape, developments and trends in the internet celebrity economy, and cross-cultural lessons.Bron : http://www.amazon.com

#SBIB:309H043 --- #SBIB:309H103 --- #SBIB:39A8 --- Populaire cultuur en massacultuur en “performers”. --- Mediatechnologie / ICT / digitale media: sociale en culturele aspecten. --- Antropologie: linguïstiek, audiovisuele cultuur, antropologie van media en representatie --- Populaire cultuur en massacultuur en “performers” --- Mediatechnologie / ICT / digitale media: sociale en culturele aspecten --- Celebrities in mass media --- Internet personalities --- Fame --- Internet --- Online identities --- Communication and culture --- Celebrities --- Social aspects --- Sociologie van de cultuur --- Sociology of culture --- Influencers --- Sociale media --- Cybermarketing --- Internet personalities. --- Celebrities in mass media. --- Social aspects. --- Mass media --- Internet celebrities --- Influencers (Internet personalities) --- Social media influencers --- Influencer --- Onlinemarketing --- Social Science --- Media studies. --- Media Studies. --- Fame - Social aspects --- Internet - Social aspects

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The Influencer Industry reveals how, in an increasingly fractured and profit-driven communications environment, the people we think of as “real” are merely those who have learned to exploit the industry’s ever-shifting constructions of authenticity.

Internet personalities --- Social media --- Authenticity (Philosophy) in mass media. --- Mass media --- Authorship --- Influencers (Internet personalities) --- Internet celebrities --- Social media influencers --- Celebrities --- Authorship. --- Influence (Psychology) --- Psychology --- Conformity --- Example --- Persuasion (Psychology) --- Absolute value. --- Activation. --- Afterhyperpolarization. --- Anonymity. --- Association of National Advertisers. --- Beauty. --- Big business. --- Blog. --- Business ethics. --- Business guru. --- Capacitor. --- Cations, Divalent. --- Chlorine. --- Circular orbit. --- Commodification. --- Common knowledge. --- Community leader. --- Company. --- Conformational change. --- Conjunction (astronomy). --- Constant term. --- Cyberspace. --- Dark matter. --- Dedoose. --- Direct marketing. --- Economic power. --- Electronic circuit. --- Elementary particle. --- Email. --- Employment. --- Estimation. --- Eva Chen. --- Facebook. --- Finance. --- Freelancers Union. --- Gmax. --- Google News. --- Hair care. --- Harvard Business School. --- Immigration. --- Industry. --- Influencer marketing. --- Information source. --- Insider. --- Instagram. --- InterViews. --- Jet Ski. --- Kamala Harris. --- Klout. --- Likert scale. --- Marketing plan. --- Marketing. --- Medium theory. --- Membrane potential. --- Mobile media. --- Nernst equation. --- New product development. --- Numerical analysis. --- Oppression. --- Optimism. --- Paul Lazarsfeld. --- Pension. --- Personality. --- Perversion. --- Pew Research Center. --- Phase lag (rotorcraft). --- Physical chemistry. --- Plus-size model. --- Politician. --- Precarity. --- Promoter (entertainment). --- Proprietary software. --- Public interest. --- Publicity stunt. --- Qualitative research. --- Quid Pro Quo. --- Raw material. --- Receptionist. --- Revenue model. --- Résumé. --- SAG-AFTRA. --- Self-brand. --- Sextus Empiricus. --- Shit. --- Social actions. --- Solar mass. --- Sponsor (commercial). --- Terminology. --- Three-body problem. --- Tidal force. --- Trade association. --- Trajectory. --- Transducer. --- Trove. --- Twitter. --- Understanding. --- Volt. --- Voltage divider. --- Voltage source. --- Webcam.