User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media - Couverture souple

Dennhardt, Severin

 
9783658023492: User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media
Couverture souple
ISBN 10 : 365802349X ISBN 13 : 9783658023492
Editeur : Springer Gabler, 2013

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 successful brands can be created in virtual worlds, user-generated content drives the creation of unique brands, social media strongly influences the social value perception of brands, and social media impacts consumers' purchase decision process.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer Gabler
Date d'édition
2013
Langue
anglais
ISBN 10 
365802349X
ISBN 13 
9783658023492
Reliure
Broché
Nombre de pages
144
Coordonnées du fabricant
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