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2020 | Book

The Role of Origin of Fame in Influencer Branding

A Comparative Analysis of German and Russian Consumers


About this book

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.

Table of Contents

Relevance of Influencers for Brand Management
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.
Julia Sinnig
Theoretical Foundations and Development of Research Model
Social Media Influencers are not an entirely novel phenomenon, but rather build upon the concept of Opinion Leadership, introduced in the theory of two-step flow of communication by KATZ and LAZARSFELD in 1957. KATZ (1957) argued that information from mass media are not disseminated to a large audience directly. They first reach “opinion leaders and from these (…) the less active sections of the population.”
Julia Sinnig
Empirical Model Validation and Hypotheses Testing
In chapter B, the research model was proposed and will be empirically validated in this chapter. An experimental analysis was chosen as a research method. As experimental designs are complex procedures and require extensive attention and consideration both before and during the actual survey phase, the following chapters C 1 and C 2 provide detailed insights regarding the conceptualization of experimental designs in general and the specific experiment in regards to the research model within this work, respectively. In chapter C 3 the results of the experimental study of this work are presented.
Julia Sinnig
Conclusion, Reflection and Outlook
Not long after the emergence of social media and their manifestation in individuals’ daily lives, a small portion of its users were able to generate a larger than average number of others following them and thereby establish themselves as opinion leaders online. For the subset of opinion leaders who exert their influence via social media and other online channels, the term “Social Media Influencer” (SMI) has been coined. In a more and more fragmented media landscape consumers increasingly turn to SMIs to learn about fashion trends and where to shop for them, about fitness routines and the equipment needed to perform them, about cooking and where to buy the ingredients, as well as about hairstyling, crafting, videogames, or parenting and other countless topics.
Julia Sinnig
The Role of Origin of Fame in Influencer Branding
Julia Sinnig
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