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Journal of Strategic Marketing Volume 30, 2022 - Issue 4: Brands in the digital world: challenges and perspectives
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Brands in the digital world: challenges and perspectives

Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing

Rico Piehlera Department of Marketing, Macquarie University, Sydney, AustraliaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-5883-7530
ORCID Icon,
Michael Schadeb markstones Institute of Marketing, Branding & Technology, University of Bremen, Bremen, GermanyORCID Iconhttps://orcid.org/0000-0003-4608-6893
ORCID Icon,
Julia Sinnigb markstones Institute of Marketing, Branding & Technology, University of Bremen, Bremen, GermanyORCID Iconhttps://orcid.org/0000-0001-9536-420X
ORCID Icon &
Christoph Burmannb markstones Institute of Marketing, Branding & Technology, University of Bremen, Bremen, Germany
Pages 408-420 | Received 29 Oct 2019, Accepted 21 Mar 2021, Published online: 19 Aug 2021

Citations (8)

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Read on this site (3)

Suzan Burton, Alena Soboleva, Ann Dadich & Francine Garlin. (2023) Promoting e-cigarettes: media discussion of e-cigarettes before and after vaping deaths. Journal of Strategic Marketing 0:0, pages 1-10.
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Shiromani Gupta, Rachna Mahajan & Satya Bhusan Dash. (2023) The impact of influencer-sourced brand endorsement on online consumer brand engagement. Journal of Strategic Marketing 0:0, pages 1-17.
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Emily J. Pfender, Claire Wanzer & Amy Bleakley. A Content Analysis of Social Media influencers’ “What I Eat in a day” Vlogs on YouTube. Health Communication 0:0, pages 1-12.
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Articles from other publishers (5)

Yu-Ling Chou, Hsuan-Jen Lee, Jie Tsai, En-Chi Liang & Yung-Ju Chang. (2023) I Like Their Autonomy and Closeness to Me: Uncovering the Perceived Appeal of Social-Media Influencers. I Like Their Autonomy and Closeness to Me: Uncovering the Perceived Appeal of Social-Media Influencers.
Jung-Kuei Hsieh, Sushant Kumar, Yun-Chia Tang & Guan-Zhen Huang. (2023) Investigating the relationships between influencers and their followers: Moderator of human brand of influencer (HBI) phase. Electronic Commerce Research and Applications 58, pages 101252.
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Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein & Rico PiehlerChristoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein & Rico Piehler. 2023. Identity-Based Brand Management. Identity-Based Brand Management 231 310 .
Eda TURANCI & Sirel GÖLÖNÜ. (2022) Ticari Reklam ve Tanıtımlara İlişkin Düzenlemeler Bağlamında Tüketicilerin Influencerlara ve Sponsorlu İçeriklere İlişkin DüşünceleriConsumers' Opinions on Influencers and on Sponsored Contents in the Context of Commercial Advertising and Promotion Regulations. Yeni Medya Dergisi.
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Karsten Kilian & Ralf T. KreutzerKarsten Kilian & Ralf T. Kreutzer. 2022. Digitale Markenführung. Digitale Markenführung 239 277 .

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