Search Results - subject:"User generated content"

Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

Yang, Sha; Ghose, Anindya - In: Marketing Science 29 (2010) 4, pp. 602-623

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this...

Persistent link: https://www.econbiz.de/10008787658

Zur Beitragshöhe von Open Source Programmierern, Weblogautoren und Onlinecommunity-Mitgliedern : eine Analyse mit Hilfe partizipationsökonomischer Ansätze

Stöckl, Ralph - 2010

Persistent link: https://www.econbiz.de/10003949653

Understanding participative consumer behavior : insights from motivation theory and three empirical studies in the context of user-generated content

Jodl, Florian - 2010

Persistent link: https://www.econbiz.de/10008823872

User generated branding : integrating user generated content into brand management

Arnhold, Ulrike - 2010 - 1. ed.

Persistent link: https://www.econbiz.de/10003939865

User Generated Branding : Integrating User Generated Content into Brand Management

Arnhold, Ulrike - 2010

What is the value of user generated content in branding? Do social media activities such as brand communities and blogs ….0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric … thorough understanding of the roots, strategies and applications of user generated content in branding …

Persistent link: https://www.econbiz.de/10013522888