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By:Severin Dennhardt
Published on 2013-09-24 by Springer Science & Business Media

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.

This Book was ranked at 27 by Google Books for keyword branding.

Book ID of User-Generated Content and its Impact on Branding's Books is XHLABAAAQBAJ, Book which was written bySeverin Dennhardthave ETAG "d9kADeA+D/E"

Book which was published by Springer Science & Business Media since 2013-09-24 have ISBNs, ISBN 13 Code is 9783658023508 and ISBN 10 Code is 3658023503

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Book which have "129 Pages" is Printed at BOOK under CategoryBusiness and Economics

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