IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-49614-2_68.html

Was bewegt User zum Liken? Ein Erklärungsansatz des Userengagements der Beiträge von Mikro-, Makro- und Megainfluencern

In: Praxishandbuch Digitales Management

Author

Listed:
  • Franziska Frese

    (Universität Bremen, Wirtschaftswissenschaft)

  • Anna Sophie Hollstein

    (University of Bremen, markstones Institute of Marketing, Branding & Technology)

  • Tanja Fink

    (University of Bremen, markstones Institute of Marketing, Branding & Technology)

  • Michael Schade

    (University of Bremen, markstones Institute of Marketing, Branding & Technology)

  • Christoph Burmann

    (University of Bremen, markstones Institute of Marketing, Branding & Technology)

Abstract

Zusammenfassung Dieser Beitrag untersucht die Auswirkungen influencerbezogener Faktoren und der Brand-Prominence auf die Anzahl der Likes in markenbezogenen nutzergenerierten Inhalten. Zudem wird die Influencergröße in diesem Zusammenhang als Moderator analysiert. In einem linearen Regressionsmodell wurden Brand-Prominence und Influencer-Prominence sowie die Dimensionen der Quellenglaubwürdigkeit des Influencers als unabhängige Variablen getestet. Die Ergebnisse zeigen einen signifikant negativen Effekt der Brand-Prominence auf die Likezahl. Die Attraktivität des Influencers weist einen starken Interaktionseffekt mit der Followerzahl auf und beeinflusst das Engagement positiv. Dieser Effekt ist nur bei Mikroinfluencern nachweisbar und bei Influencern mit einer hohen Followerzahl negativ.

Suggested Citation

  • Franziska Frese & Anna Sophie Hollstein & Tanja Fink & Michael Schade & Christoph Burmann, 2026. "Was bewegt User zum Liken? Ein Erklärungsansatz des Userengagements der Beiträge von Mikro-, Makro- und Megainfluencern," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 197-215, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_68
    DOI: 10.1007/978-3-658-49614-2_68
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-49614-2_68. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.