User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media - Severin Dennhardt - Books - Springer - 9783658023492 - October 4, 2013
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Severin Dennhardt
User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media 2014 edition

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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.

160 pages, 13 black & white illustrations, 6 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released October 4, 2013
ISBN13 9783658023492
Publishers Springer
Pages 129
Dimensions 151 × 211 × 11 mm   ·   195 g
Language French  

Mere med samme udgiver

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