Methodology

Severin Dennhardt

Chapter 4 in User-Generated Content and its Impact on Branding, 2014, pp 23-26 from Springer

Abstract: Abstract To gain a deeper understanding on the emergence and management of usergenerated content and brands, their inherent utility and value for consumers, as 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.

Keywords: Structural Equation Modeling; Virtual World; Social Network Site; Single Method; Mixed Method Approach (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_4

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DOI: 10.1007/978-3-658-02350-8_4

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