Abstract
The topic of branding in social networks has recently gained a lot of public attention due to the high reach among existing and potential customers. In Germany, nearly one quarter of all internet users like at least one brand page in a social network, a representative study conducted by BITKOM (2013) shows. This equals around 13 million internet users. Among the 14-29-year-olds nearly half of the internet users are “fan” of a brand page in a social network.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2016 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Kleine-Kalmer, B. (2016). D Conclusion, reflection and outlook. In: Brand Page Attachment. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-12439-7_4
Download citation
DOI: https://doi.org/10.1007/978-3-658-12439-7_4
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-12438-0
Online ISBN: 978-3-658-12439-7
eBook Packages: Business and ManagementBusiness and Management (R0)