User Generated Branding: State of the Art of Research
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Beschreibung
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. The book at hand 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.
Autor*in
Christoph Burmann
Themen in »User Generated Branding: State of the Art of Research«
Brand management Brand-consumer relationship P2P User generated content Web 2.0