Abstract
Applications like Facebook, Youtube, and many others have seen enormous growth in the past decade and have become a revolutionary trend influencing the way we use the Internet, communicate with others, and search for information. As consumers are becoming more familiar with advanced communication and media technologies, they now have to be recognized as active creators instead of passive, consuming participants (Kozinets, Hemetsberger and Schau 2008; Henderson and Bowley 2010).
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). Research Setting. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_3
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DOI: https://doi.org/10.1007/978-3-658-02350-8_3
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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