User Generated Content And Its Impact On Branding PDF Download
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| Author | : Severin Dennhardt |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 132 |
| Release | : 2013-09-24 |
| Genre | : Business & Economics |
| ISBN | : 3658023503 |
Download User-Generated Content and its Impact on Branding Book in PDF, ePub and Kindle
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-generated brands do have a strong influence on brands. Four independent studies demonstrate that first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers’ purchase decision process.
| Author | : Severin Dennhardt |
| Publisher | : |
| Total Pages | : 144 |
| Release | : 2013-10-31 |
| Genre | : |
| ISBN | : 9783658023515 |
Download User-Generated Content and Its Impact on Branding Book in PDF, ePub and Kindle
| Author | : Gabriele Balbi |
| Publisher | : Walter de Gruyter GmbH & Co KG |
| Total Pages | : 295 |
| Release | : 2021-09-07 |
| Genre | : History |
| ISBN | : 3110740281 |
Download Digital Roots Book in PDF, ePub and Kindle
As media environments and communication practices evolve over time, so do theoretical concepts. This book analyzes some of the most well-known and fiercely discussed concepts of the digital age from a historical perspective, showing how many of them have pre-digital roots and how they have changed and still are constantly changing in the digital era. Written by leading authors in media and communication studies, the chapters historicize 16 concepts that have become central in the digital media literature, focusing on three main areas. The first part, Technologies and Connections, historicises concepts like network, media convergence, multimedia, interactivity and artificial intelligence. The second one is related to Agency and Politics and explores global governance, datafication, fake news, echo chambers, digital media activism. The last one, Users and Practices, is finally devoted to telepresence, digital loneliness, amateurism, user generated content, fandom and authenticity. The book aims to shed light on how concepts emerge and are co-shaped, circulated, used and reappropriated in different contexts. It argues for the need for a conceptual media and communication history that will reveal new developments without concealing continuities and it demonstrates how the analogue/digital dichotomy is often a misleading one.
| Author | : Ulrike Arnhold |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 477 |
| Release | : 2010-11-22 |
| Genre | : Business & Economics |
| ISBN | : 383498857X |
Download User Generated Branding Book in PDF, ePub and Kindle
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
| Author | : Robert W. Palmatier |
| Publisher | : Springer |
| Total Pages | : 328 |
| Release | : 2017-08-29 |
| Genre | : Business & Economics |
| ISBN | : 3319619853 |
Download Customer Engagement Marketing Book in PDF, ePub and Kindle
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
| Author | : Christoph Burmann |
| Publisher | : LIT Verlag Münster |
| Total Pages | : 251 |
| Release | : 2008 |
| Genre | : Branding (Marketing) |
| ISBN | : 382581887X |
Download User Generated Branding Book in PDF, ePub and Kindle
In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
| Author | : Patricia Rossi |
| Publisher | : Springer |
| Total Pages | : 956 |
| Release | : 2019-04-01 |
| Genre | : Business & Economics |
| ISBN | : 3030025683 |
Download Finding New Ways to Engage and Satisfy Global Customers Book in PDF, ePub and Kindle
This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
| Author | : Tanja Fink |
| Publisher | : Springer Nature |
| Total Pages | : 237 |
| Release | : 2021-08-23 |
| Genre | : Business & Economics |
| ISBN | : 3658346515 |
Download Drivers of User Engagement in Influencer Branding Book in PDF, ePub and Kindle
The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
| Author | : Vecchi, Alessandra |
| Publisher | : IGI Global |
| Total Pages | : 443 |
| Release | : 2017-03-01 |
| Genre | : Business & Economics |
| ISBN | : 1522518665 |
Download Advanced Fashion Technology and Operations Management Book in PDF, ePub and Kindle
Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help businesses to grow and succeed in this new sphere. Advanced Fashion Technology and Operations Management is a pivotal reference source for the latest development management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across a range of relevant perspectives and topics, such as online shopping behavior, digital fashion, and e-commerce, this book is ideally designed for professionals, entrepreneurs, students, and researchers.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 1723 |
| Release | : 2018-01-05 |
| Genre | : Business & Economics |
| ISBN | : 1522551883 |
Download Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications Book in PDF, ePub and Kindle
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
