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User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media - Softcover
Synopsis
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.
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About the Author
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.
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- PublisherSpringer Gabler
- Publication date2013
- ISBN 10 365802349X
- ISBN 13 9783658023492
- BindingPaperback
- LanguageEnglish
- Number of pages142
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User-Generated Content and Its Impact on Branding
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User-Generated Content and Its Impact on Branding
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ISBN 13: 9783658023492
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User-Generated Content and Its Impact on Branding
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Westdeutscher Verlag GmbH, 2013
ISBN 10: 365802349X
ISBN 13: 9783658023492
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User-Generated Content and its Impact on Branding
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 144 pp. Englisch. Seller Inventory # 9783658023492
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User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media
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ISBN 13: 9783658023492
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Taschenbuch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Seller Inventory # 9783658023492
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