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User Generated Content And Its Impact On Branding
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Book Synopsis User-Generated Content and its Impact on Branding by : Severin Dennhardt
Download or read book User-Generated Content and its Impact on Branding written by Severin Dennhardt and published by Springer Science & Business Media. This book was released on 2013-09-24 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis User-Generated Content and Its Impact on Branding by : Severin Dennhardt
Download or read book User-Generated Content and Its Impact on Branding written by Severin Dennhardt and published by . This book was released on 2013-10-31 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital Roots written by Gabriele Balbi and published by Walter de Gruyter GmbH & Co KG. This book was released on 2021-09-07 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis User Generated Branding by : Ulrike Arnhold
Download or read book User Generated Branding written by Ulrike Arnhold and published by Springer Science & Business Media. This book was released on 2010-11-22 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis User Generated Branding by : Christoph Burmann
Download or read book User Generated Branding written by Christoph Burmann and published by LIT Verlag Münster. This book was released on 2008 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advanced Fashion Technology and Operations Management by : Vecchi, Alessandra
Download or read book Advanced Fashion Technology and Operations Management written by Vecchi, Alessandra and published by IGI Global. This book was released on 2017-03-01 with total page 443 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help businesses to grow and succeed in this new sphere. Advanced Fashion Technology and Operations Management is a pivotal reference source for the latest development management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across a range of relevant perspectives and topics, such as online shopping behavior, digital fashion, and e-commerce, this book is ideally designed for professionals, entrepreneurs, students, and researchers.
Book Synopsis Drivers of User Engagement in Influencer Branding by : Tanja Fink
Download or read book Drivers of User Engagement in Influencer Branding written by Tanja Fink and published by Springer Nature. This book was released on 2021-08-23 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Finding New Ways to Engage and Satisfy Global Customers by : Patricia Rossi
Download or read book Finding New Ways to Engage and Satisfy Global Customers written by Patricia Rossi and published by Springer. This book was released on 2019-04-01 with total page 956 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Customer Engagement Marketing by : Robert W. Palmatier
Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Participative Web and User-Created Content Web 2.0, Wikis and Social Networking by : OECD
Download or read book Participative Web and User-Created Content Web 2.0, Wikis and Social Networking written by OECD and published by OECD Publishing. This book was released on 2007-09-28 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on an expanding array of intelligent web services and applications, more and more people are creating, distributing and exploiting user-created content (UCC). This study describes the rapid growth of UCC, its increasing role in worldwide communication, and discusses policy implications.
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522551883 Total Pages :1723 pages Book Rating :4.5/5 (225 download)
Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources
Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1723 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Book Synopsis Digital Storytelling by : Karam Singh Sethi
Download or read book Digital Storytelling written by Karam Singh Sethi and published by . This book was released on 2021-04-26 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Handbook of Research on Digital Media and Advertising: User Generated Content Consumption by : Eastin, Matthew S.
Download or read book Handbook of Research on Digital Media and Advertising: User Generated Content Consumption written by Eastin, Matthew S. and published by IGI Global. This book was released on 2010-07-31 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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.
Book Synopsis Leveraging Computer-Mediated Marketing Environments by : Bowen, Gordon
Download or read book Leveraging Computer-Mediated Marketing Environments written by Bowen, Gordon and published by IGI Global. This book was released on 2019-01-25 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
Book Synopsis The Service-Dominant Logic of Marketing by : Robert F. Lusch
Download or read book The Service-Dominant Logic of Marketing written by Robert F. Lusch and published by Routledge. This book was released on 2014-12-18 with total page 676 pages. Available in PDF, EPUB and Kindle. Book excerpt: Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
Book Synopsis Commercial Communication in the Digital Age by : Gabriele Siegert
Download or read book Commercial Communication in the Digital Age written by Gabriele Siegert and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-04-10 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :179989021X Total Pages :1865 pages Book Rating :4.7/5 (998 download)
Book Synopsis Research Anthology on Strategies for Using Social Media as a Service and Tool in Business by : Management Association, Information Resources
Download or read book Research Anthology on Strategies for Using Social Media as a Service and Tool in Business written by Management Association, Information Resources and published by IGI Global. This book was released on 2021-05-28 with total page 1865 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.
