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Published in:
2020 | OriginalPaper | Chapter
Relevance of Influencers for Brand Management
Author : Julia Sinnig
Published in: The Role of Origin of Fame in Influencer Branding
Publisher: Springer Fachmedien Wiesbaden
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The emergence of social media had a permanent and irreversible impact on consumer behavior. For many consumers, social media are essential tools for seeking information and guidance to navigate their everyday lives. Especially for younger generations, social media have surpassed classical media outlets such as TV or radio as preferred source for media and news consumption.