User-Generated Content and its Impact on Branding

How Users and Communities Create and Manage Brands in Social Media

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book User-Generated Content and its Impact on Branding by Severin Dennhardt, Springer Fachmedien Wiesbaden
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Author: Severin Dennhardt ISBN: 9783658023508
Publisher: Springer Fachmedien Wiesbaden Publication: September 24, 2013
Imprint: Springer Gabler Language: English
Author: Severin Dennhardt
ISBN: 9783658023508
Publisher: Springer Fachmedien Wiesbaden
Publication: September 24, 2013
Imprint: Springer Gabler
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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