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Drivers of User Engagement in Influencer Branding

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

  • Book
  • © 2021

Overview

Authors:
  1. Tanja Fink

    1. Fachbereich Wirtschaftswissenschaft, University of Bremen, Bremen, Germany

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Part of the book series: Innovatives Markenmanagement (INMA)

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Table of contents (4 chapters)

  1. Front Matter

    Pages i-xx
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  2. User Engagement in Influencer Branding as Research Objective

    • Tanja Fink
    Pages 1-34

  3. Theoretical Foundations on Drivers of User Engagement

    • Tanja Fink
    Pages 35-101

  4. Empirical Validation of Drivers of User Engagement in Influencer Branding

    • Tanja Fink
    Pages 103-148

  5. Conclusion, Reflection and Outlook

    • Tanja Fink
    Pages 149-193

  6. Back Matter

    Pages 195-220
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Keywords

About this book

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.



Authors and Affiliations

  • Fachbereich Wirtschaftswissenschaft, University of Bremen, Bremen, Germany

    Tanja Fink

About the author

About the Author:


Dr. Tanja Fink received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.

Bibliographic Information

  • Book Title: Drivers of User Engagement in Influencer Branding

  • Book Subtitle: An Empirical Analysis of Brand-Related User-Generated Content on Instagram

  • Authors: Tanja Fink

  • Series Title: Innovatives Markenmanagement

  • DOI: https://doi.org/10.1007/978-3-658-34651-5

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2021

  • Softcover ISBN: 978-3-658-34650-8Published: 24 August 2021

  • eBook ISBN: 978-3-658-34651-5Published: 23 August 2021

  • Series ISSN: 2627-1109

  • Series E-ISSN: 2627-1117

  • Edition Number: 1

  • Number of Pages: XX, 220

  • Number of Illustrations: 70 b/w illustrations

  • Topics: Marketing

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