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

性滿足

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.

畫(huà)布

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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