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(Ebook) User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media by Severin Dennhardt (auth.) ISBN 9783658023492, 9783658023508, 365802349X, 3658023503

  • SKU: EBN-4344452
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4.8

17 reviews
Instant download (eBook) User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media after payment.
Authors:Severin Dennhardt (auth.)
Pages:129 pages.
Year:2014
Editon:1
Publisher:Gabler Verlag
Language:english
File Size:31.52 MB
Format:pdf
ISBNS:9783658023492, 9783658023508, 365802349X, 3658023503
Categories: Ebooks

Product desciption

(Ebook) User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media by Severin Dennhardt (auth.) ISBN 9783658023492, 9783658023508, 365802349X, 3658023503

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.
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