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User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media

By: Dennhardt, Severin.
Material type: TextTextSeries: 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.
Contents:
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
Summary: 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
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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 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

Description based upon print version of record.

Author notes provided by Syndetics

<p>Dr. Severin Dennhardt wrote his dissertation under Prof. Dr. Kurt Matzler's supervision at the Chair of Strategic Management and Leadership at the University of Innsbruck.</p>

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