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User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media by Severin Dennhardt (Paperback, 2013)
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ISBN-13: 9783658023492, 978-3658023492.
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Product Information
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.Product Identifiers
PublisherSpringer-Verlag Berlin AND Heidelberg Gmbh & Co. KG
ISBN-139783658023492
eBay Product ID (ePID)176687059
Product Key Features
Number of Pages129 Pages
Publication NameUser-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media
LanguageEnglish
SubjectMarketing
Publication Year2013
TypeTextbook
AuthorSeverin Dennhardt
FormatPaperback
Dimensions
Item Height210 mm
Item Weight1956 g
Item Width148 mm
Additional Product Features
Country/Region of ManufactureGermany
Title_AuthorSeverin Dennhardt
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