Titlebook: User-Generated Content and its Impact on Branding; How Users and Commun Severin Dennhardt Book 2014 Springer Fachmedien Wiesbaden 2014

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Methodology well as on the effects of social media marketing for brands, a combination of qualitative and quantitative methods was used. This mix of methods was applied in order to employ the most appropriate techniques for the identified research questions.

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The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.

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Book 2014ng 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 w

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Book 2014orlds, 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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Introduction(UGC, also called user-created content or user-generated media), for example in the form of user-reviews or blog-posts, is one of the most influential sources of online information today (Constantinides and Fountain 2008).

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