Zur Startseite gehen
0,00 €*
Cover: 9783658412968 | Effectiveness of Influencer Marketing | Jane Johne | Taschenbuch
Dekorationsartikel gehören nicht zum Leistungsumfang.
Effectiveness of Influencer Marketing
Taschenbuch von Jane Johne
Sprache: Englisch

76,60 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 4-7 Werktage

Kategorien:
Beschreibung
Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe'slargest specialized online retailers and analyzes it in a time series model.
Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe'slargest specialized online retailers and analyzes it in a time series model.
Über den Autor

Jane Johne is PhD student at the IWM of the Westfälische Wilhelms-Universität Münster with a research focus on influencer marketing with many years of experience in the field of data management and market research.

Inhaltsverzeichnis
Introduction.- Literature Review.- Predicting the Influencer Value.- Investigating the Effectiveness of Influencer Marketing.- General Discussion.
Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 260
Inhalt: xviii
240 S.
17 s/w Illustr.
6 farbige Illustr.
240 p. 23 illus.
6 illus. in color. Textbook for German language market.
ISBN-13: 9783658412968
ISBN-10: 3658412968
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Johne, Jane
Auflage: 1st ed. 2023
Hersteller: Springer Fachmedien Wiesbaden
Springer Fachmedien Wiesbaden GmbH
Maße: 210 x 148 x 15 mm
Von/Mit: Jane Johne
Erscheinungsdatum: 16.06.2023
Gewicht: 0,341 kg
preigu-id: 126716723
Über den Autor

Jane Johne is PhD student at the IWM of the Westfälische Wilhelms-Universität Münster with a research focus on influencer marketing with many years of experience in the field of data management and market research.

Inhaltsverzeichnis
Introduction.- Literature Review.- Predicting the Influencer Value.- Investigating the Effectiveness of Influencer Marketing.- General Discussion.
Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 260
Inhalt: xviii
240 S.
17 s/w Illustr.
6 farbige Illustr.
240 p. 23 illus.
6 illus. in color. Textbook for German language market.
ISBN-13: 9783658412968
ISBN-10: 3658412968
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Johne, Jane
Auflage: 1st ed. 2023
Hersteller: Springer Fachmedien Wiesbaden
Springer Fachmedien Wiesbaden GmbH
Maße: 210 x 148 x 15 mm
Von/Mit: Jane Johne
Erscheinungsdatum: 16.06.2023
Gewicht: 0,341 kg
preigu-id: 126716723
Warnhinweis

Ähnliche Produkte

Ähnliche Produkte

Taschenbuch
Cover: 9783037785065 | Herbert Leupin | Poster Collection 28, Dt/engl | Hermann Strittmatter
Herbert Leupin
Poster Collection 28, Dt/engl
EAN: 9783037785065
Sprache: Deutsch
Von/Mit: Hermann Strittmatter

25,00 €*

Lieferzeit 1-2 Wochen

Taschenbuch
Cover: 9780764310751 | Collecting Pokémon: An Unauthorized Handbook and Price Guide | Snyder
Collecting Pokémon: An Unauthorized Handbook and Price Guide
EAN: 9780764310751
Sprache: Englisch
Von/Mit: Jeffrey B. Snyder

15,65 €*

Lieferzeit 1-2 Wochen

Taschenbuch
Cover: 9783656652533 | Die Geschichte der Marke Coca-Cola | Joannis Paul Schweres | Buch
Die Geschichte der Marke Coca-Cola
EAN: 9783656652533
Sprache: Deutsch
Von/Mit: Joannis Paul Schweres

17,95 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9783639400489 | Internationale Markenführung von Luxusmarken | Britta Korneli | Buch
Internationale Markenführung von Luxusmarken
Darstellung der Problematik am Beispiel der Textilbranche
EAN: 9783639400489
Sprache: Deutsch
Von/Mit: Britta Korneli

42,00 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9781538101056 | Integrated Marketing Communication | Robyn Blakeman | Taschenbuch
Integrated Marketing Communication
Creative Strategy from Idea to Implementation, Third Edition
EAN: 9781538101056
Sprache: Englisch
Von/Mit: Robyn Blakeman

87,75 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9783039091478 | BWL Casebook | Andreas Butz (u. a.) | Taschenbuch | 237 S. | Deutsch
BWL Casebook
EAN: 9783039091478
Von/Mit: Andreas Butz (u. a.)

49,00 €*

Lieferzeit 1-2 Werktage

Taschenbuch
Cover: 9783030326630 | Cultural Studies of LEGO | More Than Just Bricks | Mazzarella (u. a.)
Cultural Studies of LEGO
More Than Just Bricks
EAN: 9783030326630
Sprache: Englisch
Von/Mit: Sharon R. Mazzarella (u. a.)

28,95 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9783668971585 | Retro-Marketing. Eine erfolgreiche Wiederbelebung von Retro-Marken
Retro-Marketing. Eine erfolgreiche Wiederbelebung von Retro-Marken
EAN: 9783668971585
Sprache: Deutsch
Von/Mit: Izel Dönmez

18,95 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9780262525374 | Media Technologies | Essays on Communication, Materiality, and Society
Media Technologies
Essays on Communication, Materiality, and Society
EAN: 9780262525374
Sprache: Englisch
Von/Mit: Tarleton Gillespie

83,70 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9783658392079 | Artist Brand Management | Matthias Bender | Taschenbuch | Paperback
Artist Brand Management
Ku¿nstlermarkenaufbau durch Musiklabels im digitalen Wandel
EAN: 9783658392079
Sprache: Deutsch
Von/Mit: Matthias Bender

74,99 €*

Lieferzeit 4-7 Werktage

Taschenbuch
Cover: 9780887308598 | You Will Be Satisfied | Bob Tasca | Taschenbuch | Paperback | Englisch
You Will Be Satisfied
EAN: 9780887308598
Sprache: Englisch
Von/Mit: Bob Tasca

22,55 €*

Lieferzeit 4-7 Werktage

Diese Website verwendet Cookies, um eine bestmögliche Erfahrung bieten zu können. Mehr Informationen ...