The Role of Origin of Fame in Influencer Branding: A Comparative Analysis of German and Russian Consumers

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. Autor: Julia Sinnig Wydawnictwo: Springer Rok wydania: 2019 Okładka: miękka Liczba stron: 316 Wymiary: 21 x 14.8 cm Ilustracje: 50 Illustrations, black and white; XXIII, 316 p. 50 illus. Język: angielski ISBN: 9783658275426