ENGLISH

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

By Severin Dennhardt (auth.)

Book information

Publisher
Gabler Verlag
Year
2014
ISBN
978-3-658-02349-2, 978-3-658-02350-8
DOI
10.1007/978-3-658-02350-8
Language
english
Format
PDF
Filesize
32 MB (33054968 bytes)
Edition
1
Pages
129\132
Orientation
yes
Scanned
yes
Time added
2013-09-24 01:02:38
Marketing

Description

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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