Drivers of User Engagement in Influencer Branding PDF Download

Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Drivers of User Engagement in Influencer Branding PDF full book. Access full book title Drivers of User Engagement in Influencer Branding by Tanja Fink. Download full books in PDF and EPUB format.

Drivers of User Engagement in Influencer Branding

Drivers of User Engagement in Influencer Branding PDF Author: Tanja Fink
Publisher: Springer Nature
ISBN: 3658346515
Category : Business & Economics
Languages : en
Pages : 237

Book Description
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.
➤