User-Generated Content and its Impact on Branding

How Users and Communities Create and Manage Brands in Social Media

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book User-Generated Content and its Impact on Branding by Severin Dennhardt, Springer Fachmedien Wiesbaden
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Severin Dennhardt ISBN: 9783658023508
Publisher: Springer Fachmedien Wiesbaden Publication: September 24, 2013
Imprint: Springer Gabler Language: English
Author: Severin Dennhardt
ISBN: 9783658023508
Publisher: Springer Fachmedien Wiesbaden
Publication: September 24, 2013
Imprint: Springer Gabler
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Springer Fachmedien Wiesbaden

Cover of the book Bildungsfinanzierung und Bildungsgerechtigkeit by Severin Dennhardt
Cover of the book Sterbehilfepolitik in Deutschland by Severin Dennhardt
Cover of the book Der vierte Parameter, Kurtosis und die logarithmische Varianz by Severin Dennhardt
Cover of the book 11 Irrtümer über Marken by Severin Dennhardt
Cover of the book Reputationsmanagement by Severin Dennhardt
Cover of the book Ein Überblick zu Events im Zeitalter von Social Media by Severin Dennhardt
Cover of the book Online-Coaching by Severin Dennhardt
Cover of the book Führen im Vertrieb by Severin Dennhardt
Cover of the book Startups international: Gründergeschichten rund um den Globus by Severin Dennhardt
Cover of the book Widerruf bei Hypothekenkrediten by Severin Dennhardt
Cover of the book Fahrzeugdynamik by Severin Dennhardt
Cover of the book Erfolgreiches Ideenmanagement in der Praxis by Severin Dennhardt
Cover of the book Cybersecurity Best Practices by Severin Dennhardt
Cover of the book Luftbildeinsatz in der ländlichen Bodenordnung by Severin Dennhardt
Cover of the book Theorie und Theater by Severin Dennhardt
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy