Contributions and Implications

Severin Dennhardt

Chapter 10 in User-Generated Content and its Impact on Branding, 2014, pp 107-111 from Springer

Abstract: Abstract This thesis aims at contributing to marketing and branding literature by shedding light on the impact and consequences of user-generated content and social media on brand perceptions and marketing management.

Keywords: Social Capital; Social Medium; Virtual World; Brand Equity; Brand Awareness (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02350-8_10

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DOI: 10.1007/978-3-658-02350-8_10

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