User-Generated Content and its Impact on Branding

How Users and Communities Create and Manage Brands in Social Media

Authors: Dennhardt, Severin

  • Publication in the field of economic sciences

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eBook $59.99
price for USA (gross)
  • ISBN 978-3-658-02350-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $79.99
price for USA
  • ISBN 978-3-658-02349-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

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.

Table of contents (11 chapters)

Buy this book

eBook $59.99
price for USA (gross)
  • ISBN 978-3-658-02350-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $79.99
price for USA
  • ISBN 978-3-658-02349-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
User-Generated Content and its Impact on Branding
Book Subtitle
How Users and Communities Create and Manage Brands in Social Media
Authors
Copyright
2014
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-02350-8
DOI
10.1007/978-3-658-02350-8
Softcover ISBN
978-3-658-02349-2
Edition Number
1
Number of Pages
XIII, 129
Number of Illustrations and Tables
13 b/w illustrations
Topics