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]

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