User Generated Content And Its Impact On Branding
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User Generated Content And Its Impact On Branding
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Author : Severin Dennhardt
language : en
Publisher:
Release Date : 2013-10-31
User Generated Content And Its Impact On Branding written by Severin Dennhardt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-31 with categories.
User Generated Content And Its Impact On Branding
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Author : Severin Dennhardt
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-09-24
User Generated Content And Its Impact On Branding written by Severin Dennhardt and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-24 with Business & Economics categories.
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 first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers’ purchase decision process.
User Generated Branding
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Author : Christoph Burmann
language : en
Publisher: LIT Verlag Münster
Release Date : 2008
User Generated Branding written by Christoph Burmann and has been published by LIT Verlag Münster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Branding (Marketing) categories.
In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Digital Storytelling
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Author : Karam Singh Sethi
language : en
Publisher:
Release Date : 2021-04-26
Digital Storytelling written by Karam Singh Sethi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-26 with Business & Economics categories.
Did you know that consumers find user-generated content almost ten times more impactful than scripted content marketing? More memorable than other types of media, user-generated content (UGC) influences how we vote, how we choose new shows to watch, and even affects our sense of reality. With the amount of personal narrative-driven UGC we consume, it's worth asking, "Do we know who's creating the content we love on social media?" In Digital Storytelling: The Rise of User-Generated Content, marketing expert Karam Singh Sethi outlines three types of storytellers: The Nefarious Storyteller (criminals and sometimes politicians), The Socially-Conscious Storyteller (activists and entrepreneurs), and The Self-Infatuated Storyteller (reality TV stars and big brands), providing a structure in which to analyze content creators. In this book you will learn: How to become a more discerning social media user How to break into the field of marketing What types of storytellers exist in business, politics, and popular culture How to tell authentic stories for personal life and business The current state of the digital ecosystem has allowed for a unique opportunity. If we can better understand the current creator economy, we can become more conscious content consumers and empower creators that better align with our values.
Digital Roots
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Author : Gabriele Balbi
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2021-09-07
Digital Roots written by Gabriele Balbi and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-07 with History categories.
As media environments and communication practices evolve over time, so do theoretical concepts. This book analyzes some of the most well-known and fiercely discussed concepts of the digital age from a historical perspective, showing how many of them have pre-digital roots and how they have changed and still are constantly changing in the digital era. Written by leading authors in media and communication studies, the chapters historicize 16 concepts that have become central in the digital media literature, focusing on three main areas. The first part, Technologies and Connections, historicises concepts like network, media convergence, multimedia, interactivity and artificial intelligence. The second one is related to Agency and Politics and explores global governance, datafication, fake news, echo chambers, digital media activism. The last one, Users and Practices, is finally devoted to telepresence, digital loneliness, amateurism, user generated content, fandom and authenticity. The book aims to shed light on how concepts emerge and are co-shaped, circulated, used and reappropriated in different contexts. It argues for the need for a conceptual media and communication history that will reveal new developments without concealing continuities and it demonstrates how the analogue/digital dichotomy is often a misleading one.
Drivers Of User Engagement In Influencer Branding
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Author : Tanja Fink
language : en
Publisher: Springer Nature
Release Date : 2021-08-23
Drivers Of User Engagement In Influencer Branding written by Tanja Fink and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-23 with Business & Economics categories.
The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
Customer Engagement Marketing
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Author : Robert W. Palmatier
language : en
Publisher: Springer
Release Date : 2017-08-29
Customer Engagement Marketing written by Robert W. Palmatier and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-29 with Business & Economics categories.
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Handbook Of Research On Digital Media And Advertising User Generated Content Consumption
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Author : Eastin, Matthew S.
language : en
Publisher: IGI Global
Release Date : 2010-07-31
Handbook Of Research On Digital Media And Advertising User Generated Content Consumption written by Eastin, Matthew S. and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-31 with Business & Economics categories.
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
The Power Of User Generated Content In Brand Building
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Author : Mayfair Digital Agency
language : en
Publisher: Mayfair Digital Agency
Release Date : 2021-02-16
The Power Of User Generated Content In Brand Building written by Mayfair Digital Agency and has been published by Mayfair Digital Agency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-16 with Juvenile Fiction categories.
"The Power of User-Generated Content in Brand Building" is a compelling eBook that delves into the transformative role of user-generated content (UGC) in shaping modern brand strategies. Authored by marketing expert [Author Name], this book uncovers the pivotal influence of authentic consumer-generated material in establishing brand resonance, trust, and loyalty. Through a well-researched exploration, readers gain invaluable insights into harnessing the potential of UGC to create immersive brand experiences, amplify social media presence, and drive customer engagement. Drawing upon real-world case studies and practical tips, the eBook equips marketers, entrepreneurs, and business owners with the tools to effectively integrate UGC into their marketing campaigns, fostering meaningful connections with their target audiences. Whether a novice or seasoned marketer, "The Power of User-Generated Content in Brand Building" is an essential guide for anyone seeking to elevate their brand's impact in the dynamic digital landscape.