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Selected Essays on Corporate Reputation and Social Media
Markus Kick
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Description for Selected Essays on Corporate Reputation and Social Media
Paperback. Num Pages: 196 pages, 11 black & white illustrations, 41 black & white tables, biography. BIC Classification: KCQ; KFFN; KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 12. Weight in Grams: 269.
In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the “social media brand value chain” paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate ... Read more
In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the “social media brand value chain” paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate ... Read more
Product Details
Format
Paperback
Publication date
2015
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
196
Condition
New
Number of Pages
185
Place of Publication
, Germany
ISBN
9783658088361
SKU
V9783658088361
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Markus Kick
Dr. Markus Kick received his degree at the Institute for Market-based Management under supervision of Prof. Dr. Manfred Schwaiger at LMU Munich.
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