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008 210823s2021 gw | o |||| 0|eng d
020 _a9783658346515
024 7 _a10.1007/978-3-658-34651-5
_2doi
040 _aES-VaU
_bspa
_cES-VaU
_dES-VaU
050 4 _aHF5410-5417.5
_b2021 EB
100 1 _aFink, Tanja.
_eautor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
245 0 0 _aDrivers of User Engagement in Influencer Branding :
_bAn Empirical Analysis of Brand-Related User-Generated Content on Instagram
_cby Tanja Fink
250 _a1st ed. 2021.
264 1 _aWiesbaden
_c2021
_bSpringer International Publishing
300 _a1 recurso en línea
336 _atexto
_btxt
_2rdacontent
337 _aelectrónico
_bc
_2rdamedia
338 _arecurso electrónico
_bcr
_2rdacarrier
490 0 _aInnovatives Markenmanagement
_x2627-1117
520 _aThe 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.
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-34651-5
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
988 _aSpringer_Business_2021
999 _c239029
_d239029