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Die Wirkung von Beziehungen im Influencer Branding
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Social Media Influencer nehmen eine stetig wachsende Rolle in der Markenfhrung ein. Marken stehen vor der Problematik, geeignete Influencer fr ihre Kooperationen auszuwhlen. Andre Jann Lienemann widmet sich dieser Auswahlproblematik und untersucht Kriterien, die in den Beziehungen zwischen dem Influencer, der Marke und den Konsumenten liegen. In einer experimentellen Studie zeigte sich, dass sowohl das Attachment vom Konsumenten zum Influencer als auch der wahrgenommene Fit zwischen Marke und Influencer das Kaufverhalten von Konsumenten beeinflussen knnen.
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