User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media
By: Dennhardt, Severin.Material type: TextSeries: eBooks on Demand.Publisher: Dordrecht : Springer, 2013Description: 1 online resource (132 p.).ISBN: 9783658023508.Subject(s): Branding (Marketing) | Internet advertising | Internet marketing | Online social networks | User-generated contentGenre/Form: Electronic books.Additional physical formats: Print version:: User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social MediaDDC classification: 658.827 LOC classification: HF5415.1265Online resources: Click here to view this ebook.
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|Electronic Book||UT Tyler Online Online||HF5415.1265 (Browse shelf)||http://uttyler.eblib.com/patron/FullRecord.aspx?p=1466538||Available||EBL1466538|
Acknowledgements; Outline; Table of Contents; Part A -Research Overview; 1 Introduction; 1.1 Problem Identification; 1.2 Research Objectives; 1.3 Structure of the Thesis; 2 Theoretical Framework; 2.1 Co-creation of Brands; 2.2 The Value of Brands; 2.3 Social Capital Theory; 2.4 Purchase Decision-making Process and the Hierarchy of Effects; 3 Research Setting; 4 Methodology; 4.1 Content Analysis Based on Qualitative Interviews; 4.2 Experiment; 4.3 Structural Equation Modeling Based on Online Survey Data; Part B -Articles Contributing to this Doctoral Thesis
5 Overview of Papers Included in Doctoral Thesis5.1 Paper 1: User-generated Brands Emerging from Social Media: What Corporate Brands can Learn from Brand Management in Virtual Worlds; 5.2 Paper 2: Perception of User-generated Brands: A New Power in the Minds of Consumers?; 5.3 Paper 3: The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value; 5.4 Paper 4: The Impact of Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook; 6 User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds
6.1 Introduction6.2 Theoretical Foundations; 6.2.1 Definition and Core Characteristics of Brands; 6.2.2 User-generated Brands; 6.2.3 Affordances of Virtual Worlds for User-generated Brands; 6.3 Empirical Study; 6.3.1 Research Method; 6.3.2 Results; 6.4 Discussion; 6.5 Conclusions; 6.6 Appendix - Interviewguideline; 7 Perception of User-generated Brands: A New Power in the Minds of Consumers?; 7.1 Introduction; 7.2 Conceptual Foundations; 7.2.1 The Value of Brands for Consumers; 7.2.2 Utility of User Generated Brands; 7.3 Method and Study Design; 7.4 Results
7.5 Discussion, Implications and Limitations8 The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value; 8.1 Introduction; 8.2 Theoretical Background; 8.2.1 The Brand Equity Concept; 8.2.2 Social Capital and the Creation of Value through Relationships and Interactions; 8.2.3 Social Capital of Brands; 8.3 Conceptual Model; 8.3.1 Quality and its Impact on Brand Value; 8.3.2 Social Brand Value; 8.4 Empirical Study; 8.4.1 Research Setting; 8.4.2 Measures; 8.4.3 Descriptive Analysis; 8.4.4 Results; 8.5 Discussion; 8.6 Limitations and Future Research
9 The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook9.1 Introduction; 9.2 Consumers as Co-creators of Brands; 9.3 Purchase Decision-making Process; 9.4 Conceptual Model and Hypothesis Development; 9.5 Empirical Study and Analysis; 9.5.1 Data Collection; 9.5.2 Measures; 9.5.3 Results; 9.6 Discussion and Implications; 9.7 Limitations and Outlook; 10 Contributions and Implications; 10.1 Theoretical Implications; 10.2 Managerial Implications; 11 Limitations and Future Research; 12 References; Article Overview
The emergence of social media as one of the driving forces of consumersâ€™ online experiences today also challenges our current understanding on marketing and brand management. The effects of brandsâ€™ social media involvement are to this day uncertain. Severin DennhardtÂ 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
Description based upon print version of record.