User-Generated Content and Its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media Severin Dennhardt

ISBN: 9783658023492

Published: October 4th 2013

Paperback

129 pages


Description

User-Generated Content and Its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media  by  Severin Dennhardt

User-Generated Content and Its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media by Severin Dennhardt
October 4th 2013 | Paperback | PDF, EPUB, FB2, DjVu, talking book, mp3, ZIP | 129 pages | ISBN: 9783658023492 | 4.62 Mb

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.MoreThe 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 Dennhardtshows 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.



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