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User-generated Content and Its Impact on Branding
Severin Dennhardt
€ 76.87
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Description for User-generated Content and Its Impact on Branding
Paperback. Num Pages: 129 pages, 13 black & white illustrations, 6 black & white tables, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 211 x 151 x 11. Weight in Grams: 198.
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.
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 Details
Format
Paperback
Publication date
2013
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
129
Condition
New
Number of Pages
129
Place of Publication
, Germany
ISBN
9783658023492
SKU
V9783658023492
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Severin Dennhardt
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.
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