Abstract
To the present date, no comprehensive theory for user-generated content and its impact on branding exists. In this section, theories and approaches will be described that were used to answer the research questions on the emergence of user-generated brands and the influence of social media on branding.
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). Theoretical Framework. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_2
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DOI: https://doi.org/10.1007/978-3-658-02350-8_2
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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