Description
User-Generated Content and its Impact on Branding, 2014
How Users and Communities Create and Manage Brands in Social Media
Author: Dennhardt Severin
Language: EnglishSubject for User-Generated Content and its Impact on Branding:
Approximative price 52.74 €
In Print (Delivery period: 15 days).
Add to cart the book of Dennhardt Severin
Publication date: 10-2013
129 p. · 14.8x21 cm · Paperback
129 p. · 14.8x21 cm · Paperback
Description
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The emergence of social media as one of the driving forces of consumers? online experiences today also challenges our current understanding on marketing and brand management. The effects of brands? social media involvement are to this day uncertain. Severin Dennhardt shows that social media and user-generated brands do have a strong influence on brands. Four independent studies demonstrate that first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers? purchase decision process.
Research Overview.- Overview of Papers.- Implications and Future Research.
Dr. Severin Dennhardt wrote his dissertation under Prof. Dr. Kurt Matzler’s supervision at the Chair of Strategic Management and Leadership at the University of Innsbruck.
Publication in the field of economic sciences
Includes supplementary material: sn.pub/extras
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