Theoretical Framework

Severin Dennhardt

Chapter 2 in User-Generated Content and its Impact on Branding, 2014, pp 11-18 from Springer

Abstract: Abstract To the present date, no comprehensive theory for user-generated content and its impact on branding exists. In this section, theories and approaches will be described that were used to answer the research questions on the emergence of user-generated brands and the influence of social media on branding.

Keywords: Social Capital; Marketing Communication; Involvement Product; Social Capital Theory; Brand Community (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02350-8_2

Ordering information: This item can be ordered from
http://www.springer.com/9783658023508

DOI: 10.1007/978-3-658-02350-8_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().