Abstract
Firms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_8
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DOI: https://doi.org/10.1007/978-3-658-02350-8_8
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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