Drivers of User Engagement in Influencer Branding : An Empirical Analysis of Brand-Related User-Generated Content on Instagram
1st ed. 2021
by
Tanja Fink
Book Details
Format
Paperback / Softback
Book Series
Innovatives Markenmanagement
ISBN-10
3658346507
ISBN-13
9783658346508
Edition
1st ed. 2021
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint
Springer Gabler
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Aug 24th, 2021
Print length
220 Pages
Product Classification:
Sales & marketing
Ksh 16,200.00
Werezi Extended Catalogue
Delivery in 28 days
Delivery Location
Delivery fee: Select location
Delivery in 28 days
Secure
Quality
Fast
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.
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.
Get Drivers of User Engagement in Influencer Branding by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Springer-Verlag Berlin and Heidelberg GmbH & Co. KG and it has pages.
