User-Generated Content and its Impact on Branding

How Users and Communities Create and Manage Brands in Social Media

  • Severin Dennhardt

Table of contents

  1. Front Matter
    Pages I-XIII
  2. Research Overview

    1. Front Matter
      Pages 1-1
    2. Severin Dennhardt
      Pages 3-10
    3. Severin Dennhardt
      Pages 11-18
    4. Severin Dennhardt
      Pages 19-21
    5. Severin Dennhardt
      Pages 23-26
  3. Articles Contributing to this Doctoral Thesis

  4. Back Matter
    Pages 115-129

About this book


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 successful brands can be created in virtual worlds, user-generated content drives the creation of unique brands, social media strongly influences the social value perception of brands, and social media impacts consumers’ purchase decision process.




·         User-Generated Brands

·         The Value-Enhancing Role of Social Networks Around Brands

·         The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention



Target Groups

·         Researchers and students in the fields of marketing and brand management

·         Executives in this area



The Author

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.

Authors and affiliations

  • Severin Dennhardt
    • 1
  1. 1.InnsbruckAustria

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2014
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-02349-2
  • Online ISBN 978-3-658-02350-8
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods