Drivers of User Engagement in Influencer Branding is popular PDF and ePub book, written by Tanja Fink in 2021, it is a fantastic choice for those who relish reading online the Uncategoriezed genre. Let's immerse ourselves in this engaging Uncategoriezed book by exploring the summary and details provided below. Remember, Drivers of User Engagement in Influencer Branding can be Read Online from any device for your convenience.
Drivers of User Engagement in Influencer Branding Book PDF Summary
The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding - both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About the Author: Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
Detail Book of Drivers of User Engagement in Influencer Branding PDF
- Author : Tanja Fink
- Release : 20 September 2024
- Publisher : Unknown
- ISBN : 3658346523
- Genre : Uncategoriezed
- Total Page : 0 pages
- Language : English
- PDF File Size : 20,9 Mb
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