User-Generated Content and its Impact on Branding How Users and Communities Create and Manage Brands in Social Media /

• Main Author: Dennhardt, Severin (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014.
• Subjects: Business.; Marketing.; Business and Management.

The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media and user...