Maik Hammerschmidt
Maik Hammerschmidt (Ph.D., University of Mannheim) is Professor of Marketing, Chair in Marketing and Innovation Management and Head of the Department of Business Administration at the University of Goettingen, Germany. His research focuses on improving the financial performance of strategies and tactics in the areas of digital services, multichannel management, social media marketing and stakeholder management. He has edited four books on marketing performance and publishes in journals such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research and Advances in Consumer Research. In addition, he regularly presents his research at conferences of the American Marketing Association Conferences, the Marketing Science Institute, the European Marketing Academy, and the Academy of Marketing Science. He has received several research awards, including an Overall Best Paper Award of the American Marketing Association and The Sheth Foundation.
Besides his research activities, he is a dedicated educator and trainer. He teaches a wide range of audiences, varying from first-years to MBA students and doctoral students. His students enjoy learning marketing performance measurement, strategic marketing, innovation management, management of B2C service innovations, and advanced marketing research methods.
Address: Georg August University Goettingen
Chair of Marketing and Innovation Management
Platz der Göttinger Sieben 3
37073 Göttingen
Besides his research activities, he is a dedicated educator and trainer. He teaches a wide range of audiences, varying from first-years to MBA students and doctoral students. His students enjoy learning marketing performance measurement, strategic marketing, innovation management, management of B2C service innovations, and advanced marketing research methods.
Address: Georg August University Goettingen
Chair of Marketing and Innovation Management
Platz der Göttinger Sieben 3
37073 Göttingen
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Papers by Maik Hammerschmidt
Design/methodology/approach: To investigate these issues, this paper draws on human brand-, celebrity endorsement-, and parasocial relationship literature to develop a typology of influencer marketing’s consumer-brand relationship outcomes.
Findings: Influencer marketing-based parasocial relationships can be effective in humanizing or personalizing consumer relationships with the endorsed corporate brand. However, a firm’s return on investment may be limited if the benefits accruing from consumers’ favorable influencer relationships are not successfully transferred to the corporate brand. Therefore, influencer marketing bears the risk of illusionary (vs. actual) favorable outcomes, which we conceptualize as an influencer-based relationship hijacking effect. This hijacking effect in turn represents a major influencer marketing challenge.
Originality/value: This paper sheds light on consumer-brand relationships in the influencer marketing context. Though prior literature has primarily examined influencer marketing’s favorable outcomes, our analyses highlight its potential challenges for brands/firms, thus exposing important novel insight.
Practical implications: The proposed typology offers managerial insight regarding the dynamics characterizing, and the effectiveness of social media-based influencer marketing for consumer relationship management.
Keywords: Influencer marketing; relationship hijacking; parasocial relationships; social media; consumer brand engagement.
Paper type: Conceptual paper.