Zobrazeno 1 - 10 of 15 pro vyhledávání: '"Severin Dennhardt"'
1
The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook
Autor: Katja Hutter, Johann Füller, Severin Dennhardt, Julia Hautz
Publikováno v: Journal of Product & Brand Management. 22:342-351
Purpose – The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related activities affect the perception of brands and ultimately influ
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::f89cd2c06ac2618794170be0c9580c50
https://doi.org/10.1108/jpbm-05-2013-0299
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2
Elektronická kniha
User-Generated Content and Its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media
Autor: Severin Dennhardt
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. Se
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3
Introduction
Autor: Severin Dennhardt
Publikováno v: User-Generated Content and its Impact on Branding ISBN: 9783658023492
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::f464879227e3ea249785209766ce3fdd
https://doi.org/10.1007/978-3-658-02350-8_1
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5
User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds
Autor: Severin Dennhardt
Publikováno v: User-Generated Content and its Impact on Branding ISBN: 9783658023492
Firms are facing a new communication reality that has been created by the rise of social media applications. Concurrently branding and brand management has become a key marketing priority for most companies (Aaker and Joachimsthaler, 2000, Keller, 20
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::7a682c46689fb0b506ef2f3fc5a11d49
https://doi.org/10.1007/978-3-658-02350-8_6
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7
Contributions and Implications
Autor: Severin Dennhardt
Publikováno v: User-Generated Content and its Impact on Branding ISBN: 9783658023492
This thesis aims at contributing to marketing and branding literature by shedding light on the impact and consequences of user-generated content and social media on brand perceptions and marketing management.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::e990010a4d039248aa97f6054df88310
https://doi.org/10.1007/978-3-658-02350-8_10
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8
Methodology
Autor: Severin Dennhardt
Publikováno v: User-Generated Content and its Impact on Branding ISBN: 9783658023492
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::25bc3ce82c27a7be91724b930a7c6a50
https://doi.org/10.1007/978-3-658-02350-8_4
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9
Perception of User-generated Brands: A New Power in the Minds of Consumers?
Autor: Severin Dennhardt
Publikováno v: User-Generated Content and its Impact on Branding ISBN: 9783658023492
The emergence and rise of social media and web 2.0 technologies have made user-generated content one of the driving forces of online experiences. User-generated content (UGC), for example in the form of user reviews or blog posts, is one of the most
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::61ce04040221650e1512e10fc07fe074
https://doi.org/10.1007/978-3-658-02350-8_7
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