User-generated content and its impact on branding [electronic resource] : how users and communities create and manage brands in social media / by Severin Dennhardt.

User-generated content and its impact on branding [electronic resource] : how users and communities create and manage brands in social media / by Severin Dennhardt.

9783658023508 electronic book
3658023503 electronic book
9783658023492
365802349X

Wiesbaden : Springer Gabler, [2013?]

©2014

English

1 online resource.

10.1007/978-3-658-02350-8 doi

HF5415.1265

658.872

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. Contents User-Generated Brands The Value-Enhancing Role of Social Networks Around Brands The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention Target Groups Researchers and students in the fields of marketing and brand management Executives in this area.

Ph.D. University of Innsbruck, 2012.

Includes bibliographical references.

Access limited to authorized users.

Description based on print version record.

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