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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.
Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
Relevance of Social Media Influencers for Brand Management.- The Social Media Influencer-Consumer Relationship.- Conceptual Foundations of the Effects of Social Media Influencers.- Identification of Implications for Brand Management and for Further Research.
