Johann Giertz

Johann Giertz
Georg-August-Universität Göttingen | GAUG · Department of Economics

Master of Science

About

4
Publications
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18
Citations

Publications

Publications (4)
Article
Full-text available
Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially n...
Article
Full-text available
Purpose – Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions be-tween video content creators (i.e., streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structu...
Article
Full-text available
Video content creation by “amateur” private users has taken on professional (i.e. work) characteristics. The emergence of user-centric video sharing services (e.g. YouTube, Twitch, Mixer) has set the scene for the rise of micro-celebrities and influencers making video content creation a valuable source of income. The development of occupational and...
Conference Paper
Full-text available
Live Streaming is an emerging form of digital media. It enables real-time content generation and consumption and facilitates synchronous interactions between streamers and their community. Previous literature has neglected how streamers can drive specific outcomes of a live stream. Thus, in this research, the authors introduce communication foci (t...

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