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Drivers of User Engagement in Influencer Branding

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Drivers of User Engagement in Influencer Branding

An Empirical Analysis of Brand-Related User-Generated Content on Instagram

Tanja Fink

Springer Gabler
Collection: Innovatives Markenmanagement
Publication date : 2021-08-23

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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.

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About the book

Author

Tanja Fink

Imprint

Springer Gabler

Collection

Innovatives Markenmanagement

Publication date

2021-08-23

Pages

220 pages

Print ISBN

9783658346508

Language

English

Ebook informations

EAN PDF

9783658346515

Price

£89.50

Copy count 2

Print count 22

File size 6298 Ko

Informations accessibility

EAN EPUB

9783658346515

Price

£89.50

Copy count 2

Print count 22

File size 48609 Ko

Informations accessibility

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About author(s)

Tanja Fink

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