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- W3195773087 abstract "From a brand management’s perspective influencers represent a further digital brand touch point along the customer journey. Comparably to the concept of opinion leadership, SMIs can act as the voice of the brand. Though user engagement displays an important KPI within influencer branding and depicts a central metric of its influence on subsequent brand-related outcomes, research on drivers of user engagement within influencer branding is still scare. Hence, there is a need for a better understanding on factors which actually drive user engagement in influencer branding. To achieve this, this work will follow a systematic investigation of SMI-, brand-, and content-related drivers as conceptualized within the basic model of influencer branding." @default.
- W3195773087 created "2021-08-30" @default.
- W3195773087 creator A5086682928 @default.
- W3195773087 date "2021-01-01" @default.
- W3195773087 modified "2023-10-14" @default.
- W3195773087 title "Theoretical Foundations on Drivers of User Engagement" @default.
- W3195773087 doi "https://doi.org/10.1007/978-3-658-34651-5_2" @default.
- W3195773087 hasPublicationYear "2021" @default.
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