User-Generated Content and its Impact on B...

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Beschreibung

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.

Über den Autor

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.

Zusammenfassung

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.

Inhaltsverzeichnis

Research Overview.- Overview of Papers.- Implications and Future Research.

Details

Erscheinungsjahr:	2013
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	xiii 129 S. 13 s/w Illustr. 129 p. 13 illus.
ISBN-13:	9783658023492
ISBN-10:	365802349X
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Dennhardt, Severin
Hersteller:	Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden GmbH
Verantwortliche Person für die EU:	Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	210 x 148 x 9 mm
Von/Mit:	Severin Dennhardt
Erscheinungsdatum:	04.10.2013
Gewicht:	0,197 kg