User-Generated Content and its Impact on Branding (Record no. 50945)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02939nam a22004335i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 978-3-658-02350-8 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200420211746.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 130923s2014 gw | s |||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9783658023508 |
| -- | 978-3-658-02350-8 |
| 082 04 - CLASSIFICATION NUMBER | |
| Call Number | 658.8 |
| 100 1# - AUTHOR NAME | |
| Author | Dennhardt, Severin. |
| 245 10 - TITLE STATEMENT | |
| Title | User-Generated Content and its Impact on Branding |
| Sub Title | How Users and Communities Create and Manage Brands in Social Media / |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | XIII, 129 p. 13 illus. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Remark 2 | Research Overview -- Overview of Papers -- Implications and Future Research. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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.     Contents �         User-Generated Brands �         The Value-Enhancing Role of Social Networks Around Brands �         The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention     Target Groups �         Researchers and students in the fields of marketing and brand management �         Executives in this area     The Author 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. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://dx.doi.org/10.1007/978-3-658-02350-8 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | eBooks |
| 264 #1 - | |
| -- | Wiesbaden : |
| -- | Springer Fachmedien Wiesbaden : |
| -- | Imprint: Springer Gabler, |
| -- | 2014. |
| 336 ## - | |
| -- | text |
| -- | txt |
| -- | rdacontent |
| 337 ## - | |
| -- | computer |
| -- | c |
| -- | rdamedia |
| 338 ## - | |
| -- | online resource |
| -- | cr |
| -- | rdacarrier |
| 347 ## - | |
| -- | text file |
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| -- | rda |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business. |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 650 14 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business and Management. |
| 650 24 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 912 ## - | |
| -- | ZDB-2-SBE |
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