The role of origin of fame in influencer branding a comparative analysis of German and Russian consumers /
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 sig...
| Main Author: | Sinnig, Julia, 1992- |
|---|---|
| Other Authors: | SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Wiesbaden :
Springer Gabler,
[2020]
|
| Physical Description: |
1 online resource : illustrations. |
| Series: |
Innovatives Markenmanagement ;
Bd. 69. |
| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |