Social media celebrities as brand influencer
- This first study on international and German social media celebrities as brand influencer addresses the following questions: How relevant is their audience with regards to traditional media? How do they orchestrate their content across the different platforms? What attracts millions of subscribers to generate downloads of their content in the order of billions? And how do they deal with the multitude of advertising messages included therein?
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| Author: | Castulus KoloORCiD, Florian HaumerORCiD |
|---|---|
| Series (Serial Number): | Macromedia Study Reports (7) |
| Document Type: | Working Paper |
| Language: | English |
| Year of Completion: | 2018 |
| Date of first Publication: | 2021/10/04 |
| Release Date: | 2021/10/04 |
| Tag: | Influencer; Marketing; Social Media |
| GND Keyword: | Marketing |
| Page Number: | 20 |
| First Page: | 4 |
| Last Page: | 17 |
| DDC classes: | 300 Sozialwissenschaften / 330 Wirtschaft |
| Licence (German): |  Creative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International |
