The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value

Severin Dennhardt

Chapter 8 in User-Generated Content and its Impact on Branding, 2014, pp 67-90 from Springer

Abstract: Abstract Firms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.

Keywords: Social Capital; Social Identity; Brand Equity; Price Premium; Brand Loyalty (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-658-02350-8_8

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