User-generated content and its impact on branding : how users and communities create and manage brands in Social Media
Severin Dennhardt
| Year of publication: |
2014
|
|---|---|
| Authors: | Dennhardt, Severin |
| Publisher: |
Wiesbaden : Springer Gabler |
| Subject: | Markenführung | Brand management | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Markenwert | Brand equity | Kaufentscheidung | Purchase decision | Sozialkapital | Social capital | Soziales Netzwerk | User Generated Content | Markenpolitik |
| Description of contents: | Table of Contents [gbv.de] ; Description [deposit.dnb.de] |
| Extent: | XIII, 127 S. graph. Darst. 148 mm x 210 mm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Hochschulschrift ; Thesis |
| Language: | English |
| Thesis: | Zugl.: Innsbruck, Univ., Diss., 2012 |
| ISBN: | 3-658-02349-X ; 978-3-658-02349-2 ; 978-3-658-02350-8 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010194235