User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media
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Specifications
| Publisher | Springer Gabler; 2014th edition |
| ISBN 13 | 9783658023492 |
| ISBN 10 | 365802349X |
| Author | Severin Dennhardt |
| Book Format | Paperback |
| Language | English |
| Book Description | 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. |
| 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. |
| Publication Date | 4 October 2013 |
| Number of Pages | 144 pages |
User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media
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