| 000 | 02939nam a22004335i 4500 | ||
|---|---|---|---|
| 001 | 978-3-658-02350-8 | ||
| 003 | DE-He213 | ||
| 005 | 20200420211746.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 130923s2014 gw | s |||| 0|eng d | ||
| 020 |
_a9783658023508 _9978-3-658-02350-8 |
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| 024 | 7 |
_a10.1007/978-3-658-02350-8 _2doi |
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| 050 | 4 | _aHF5410-5417.5 | |
| 072 | 7 |
_aKJS _2bicssc |
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| 072 | 7 |
_aKJSM _2bicssc |
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| 072 | 7 |
_aBUS043000 _2bisacsh |
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| 082 | 0 | 4 |
_a658.8 _223 |
| 100 | 1 |
_aDennhardt, Severin. _eauthor. |
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| 245 | 1 | 0 |
_aUser-Generated Content and its Impact on Branding _h[electronic resource] : _bHow Users and Communities Create and Manage Brands in Social Media / _cby Severin Dennhardt. |
| 264 | 1 |
_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2014. |
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| 300 |
_aXIII, 129 p. 13 illus. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aResearch Overview -- Overview of Papers -- Implications and Future Research. | |
| 520 | _aThe 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. | ||
| 650 | 0 | _aBusiness. | |
| 650 | 0 | _aMarketing. | |
| 650 | 1 | 4 | _aBusiness and Management. |
| 650 | 2 | 4 | _aMarketing. |
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer eBooks | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783658023492 |
| 856 | 4 | 0 | _uhttp://dx.doi.org/10.1007/978-3-658-02350-8 |
| 912 | _aZDB-2-SBE | ||
| 942 | _cEBK | ||
| 999 |
_c50945 _d50945 |
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