User Generated Branding

Integrating User Generated Content into Brand Management

  • Authors
  • Ulrike Arnhold

Table of contents

  1. Front Matter
    Pages I-XXVIII
  2. Ulrike Arnhold
    Pages 64-151
  3. Ulrike Arnhold
    Pages 152-189
  4. Ulrike Arnhold
    Pages 330-346
  5. Back Matter
    Pages 347-450

About this book

Introduction

What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.

Keywords

Brand Communities Brand Management Content Interaktives Marketing Market research Marketing Web Web 2.0 Web2.0 Word of Mouth communication

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-8857-7
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-2324-0
  • Online ISBN 978-3-8349-8857-7
  • About this book
Industry Sectors
Pharma
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Chemical Manufacturing
Biotechnology
Consumer Packaged Goods