Download or read book The Role of Origin of Fame in Influencer Branding written by Julia Sinnig and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Role of Origin of Fame in Influencer Branding written by Julia Sinnig and published by Springer Nature. This book was released on 2019-08-20 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Strangling Aunty Perilous Times for the Australian Broadcasting Corporation written by Virginia Small and published by Springer Nature. This book was released on 2021-09-24 with total page 1113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on a wealth of academic research, statistics and interviews with key Australian media people including present and former Australian Broadcasting Corporation staffers, this book explores the transitions of the ABC under various types of organisational re-strategising, governance and political shifts. The book provides the reader with an authoritative narrative as to how the ABC has lost its iconic status in Australian society, and unfolds how the ABC has strayed from its respected public charter which endowed the ABC with a distinctive and important role in informing, educating and entertaining the Australian public. Successive federal government funding cuts have shrunk staffing levels and services while it has pursued a corporatist model that mimics the trappings and practices of commercial media. In that process it has become politicised and trivialised, thereby threatening its demise. The book is a unique and timely contribution at a time of dwindling interest for the funding of public assets everywhere. There is no other book in the market that addresses the decline of the organisation (the ABC) and analyses the reasons for its demise within an organisational theoretical framework. The book is written for an educated general audience, with academics and media practitioners specifically in mind, and has everyday applications for business organisations operating in the public sector by bringing together important findings of public funding, budgets, management and organisational strategies and evolution.

Download or read book Drivers of User Engagement in Influencer Branding written by Tanja Fink and published by Springer Nature. This book was released on 2021-08-23 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Influencer Marketing Applications Within the Metaverse written by Bansal, Rohit and published by IGI Global. This book was released on 2023-05-22 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.

Download or read book The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements written by Corina Oprea and published by Springer Nature. This book was released on 2023-05-27 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention.

Download or read book Identity Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Download or read book Contemporary Trends in Innovative Marketing Strategies written by Barbosa, Belem and published by IGI Global. This book was released on 2024-02-19 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing strategies. Adapting to these changes is no longer a choice but a necessity. To thrive, companies must remain vigilant, updating their resources and adopting emerging trends with unwavering agility. Contemporary Trends in Innovative Marketing Strategies explores the demands and dynamics of modern marketing. This book is tailored to meet the needs of students, educators, and managers seeking a profound understanding of today's marketing trends. Firstly, the book delves deep into the current trends steering marketing innovation. It dissects the latest developments that are reshaping the marketing landscape, identifies pivotal trends, and elucidates their ramifications for businesses. Secondly, the book embarks on a journey to explore innovative marketing strategies engineered to confront contemporary business challenges and seize emerging opportunities. It unlocks novel approaches that adeptly cater to the market, providing insights into strategic frameworks, methodologies, and practices. Lastly, the book illustrates these concepts with real-world case studies, offering proof of innovative marketing's successful applications across diverse business sectors. These cases serve to inspire and demonstrate how innovative marketing strategies can be put into action, resulting in tangible outcomes. This book is designed for a diverse audience, including academics and students keen on exploring the latest trends in innovative marketing, educators searching for compelling case studies to enhance their teaching materials, and practitioners eager to bridge the gap between research and practical application in innovative marketing.

Download or read book Celebrating the Past and Future of Marketing and Discovery with Social Impact written by Juliann Allen and published by Springer Nature. This book was released on 2022-06-29 with total page 626 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Download or read book Celebrity 2 0 written by Stacy Landreth Grau and published by Business Expert Press. This book was released on 2022-05-12 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

Download or read book Social Media Influencers in Strategic Communication written by Nils S. Borchers and published by Routledge. This book was released on 2021-12-21 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.

Download or read book Digital Content Marketing written by Agata Krowinska and published by Taylor & Francis. This book was released on 2023-11-23 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics. Filled with contemporary examples of the most successful creative content marketing practices, case studies and professional advice from subject experts, this text offers an in-depth view of the world of content marketing from a value-based perspective. The textbook also includes practical advice on content marketing ideation, content management and content curation, as well as offering recommendations for the best content marketing software. The textbook offers a good balance of both theory and practice and is suitable for advanced undergraduate students and postgraduate students studying content marketing, digital marketing or social media marketing. Support material includes an instructor manual, chapter-by-chapter PowerPoint slides and a test bank of exam questions.

Download or read book Microcelebrity Around the Globe written by Crystal Abidin and published by Emerald Group Publishing. This book was released on 2018-11-19 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: This anthology uses in-depth interdisciplinary case studies from across the globe to examine the practice and concept of microcelebrity. Taking account of highly contextualized cultural settings and social histories, the chapters present scholarly interpretations of microcelebrity as it has proliferated and diverged in global social media networks.

Download or read book The Role Social Media Influencers Play in a Company s Brand written by Taylor Todi and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Influencer marketing is a tactic that many companies have had to integrate into their businesses to better communicate with consumers. The purpose of this research is to analyze the role influencer marketing plays in a company's brand. This study assesses the way consumers build trust and relationships with companies through the help of influencers. There are many variables that come into play, for example, emotional attachment, authenticity, and loyalty are just three that have been measured in previous studies. These same variables are used in this research to see if they can also apply to a company that uses influencers versus one that does not. Friestad and Wright's (1994) persuasion knowledge model (PKM) is applied in this study from a theoretical perspective; the theory focuses on how people use their knowledge of persuasion motives and tactics to interpret, evaluate, and respond to influence attempts from marketers. A cross-sectional survey of 105 respondents that use social media was conducted to test six proposed hypotheses. Participants were asked to respond to the survey questions based on at least one company or brand they follow on social media. The findings show that brand attitudes toward a company that uses influencer marketing are not more positive than a company that does not. The amount of time a consumer follows a brand on social media does not have an impact on their brand attitude. The level of authenticity toward a brand has no relationship with influencer marketing and the use of influencer marketing does not affect the emotional attachment toward the brand nor does it contribute to consumer brand trust. Emotional attachment and brand trust increase consumer loyalty, but authenticity does not. It was found that influencer marketing for this sample population is not recommended when attempting to increase the respective variables. This study also provides useful insights about college students and their social media interests."--Abstract.

Download or read book Status Update written by Alice E. Marwick and published by Yale University Press. This book was released on 2013-11-26 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presents an analysis of social media, discussing how a technology which was once heralded as democratic, has evolved into one which promotes elitism and inequality and provides companies with the means of invading privacy in search of profits.

Download or read book Camgirls written by Theresa M. Senft and published by Peter Lang. This book was released on 2008 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a critical and ethnographic study of camgirls: women who broadcast themselves over the web for the general public while trying to cultivate a measure of celebrity in the process. The book's over-arching question is, «What does it mean for feminists to speak about the personal as political in a networked society that encourages women to 'represent' through confession, celebrity, and sexual display, but punishes too much visibility with conservative censure and backlash?» The narrative follows that of the camgirl phenomenon, beginning with the earliest experiments in personal homecamming and ending with the newest forms of identity and community being articulated through social networking sites like Live Journal, YouTube, MySpace, and Facebook. It is grounded in interviews, performance analysis of events transpiring between camgirls and their viewers, and the author's own experiences as an ersatz camgirl while conducting the research.

Download or read book Culture and Consumption written by Grant David McCracken and published by Indiana University Press. This book was released on 1990-11-22 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book compiles and integrates highly innovative work aimed at bridging the fields of anthropology and consumer behavior." —Journal of Consumer Affairs " . . . fascinating . . . ambitious and interesting . . . " —Canadian Advertising Foundation Newsletter " . . . an anthropological dig into consumerism brimming with original thought . . . " —The Globe and Mail "Grant McCracken has written a provocative book that puts consumerism in its place in Western society—at the centre." —Report on Business Magazine " . . . a stimulating addition to knowledge and theory about the interrelationship of culture and consumption." —Choice "[McCracken's] synthesis of anthropological and consumer studies material will give historians new ideas and methods to integrate into their thinking." —Maryland Historian "The book offers a fresh and much needed cultural interpretation of consumption." —Journal of Consumer Policy "The volume will help balance the prevailing cognitive and social psychological cast of consumer research and should stimulate more comprehensive investigation into consumer behavior." —Journal of Marketing Research " . . . broad scope, enthusiasm and imagination . . . a significant contribution to the literature on consumption history, consumer behavior, and American material culture." —Winterhur Portfolio "For this is a superb book, a definitive exploration of its subject that makes use of the full range of available literature." —American Journal of Sociology "McCracken's book is a fine synthesis of a new current of thought that strives to create an interdisciplinary social science of consumption behaviors, a current to which folklorists have much to contribute." —Journal of American Folklore This provocative book takes a refreshing new view of the culture of consumption. McCracken examines the interplay of culture and consumer behavior from the anthropologist's point of view and provides new insights into the way we view ourselves and our society.