Perception of User-generated Brands: A New Power in the Minds of Consumers?

Severin Dennhardt

Chapter 7 in User-Generated Content and its Impact on Branding, 2014, pp 57-66 from Springer

Abstract: Abstract The emergence and rise of social media and web 2.0 technologies have made user-generated content one of the driving forces of online experiences. User-generated content (UGC), for example in the form of user reviews or blog posts, is one of the most influential sources of online information today.

Keywords: Identity Project; Corporate Brand; Consumer Perspective; Commercial Brand; Community Brand (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-658-02350-8_7

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