Role of Origin of Fame in Influencer Branding

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.