Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Introduction Read chapter Read first chapter

2014 | OriginalPaper | Chapter

7. Perception of User-generated Brands: A New Power in the Minds of Consumers?

Author : Severin Dennhardt

Published in: User-Generated Content and its Impact on Branding

Publisher: Springer Fachmedien Wiesbaden

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The emergence and rise of social media and web 2.0 technologies have made user-generated content one of the driving forces of online experiences. User-generated content (UGC), for example in the form of user reviews or blog posts, is one of the most influential sources of online information today.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds
next chapter The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value
Metadata
Title
Perception of User-generated Brands: A New Power in the Minds of Consumers?
Author
Severin Dennhardt
Copyright Year
2014
Publisher
Springer Fachmedien Wiesbaden
Book
User-Generated Content and its Impact on Branding

Print ISBN: 978-3-658-02349-2

Electronic ISBN: 978-3-658-02350-8

Copyright Year: 2014

DOI
https://doi.org/10.1007/978-3-658-02350-8_7