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Published in:
2014 | OriginalPaper | Chapter
9. The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook
Author : Severin Dennhardt
Published in: User-Generated Content and its Impact on Branding
Publisher: Springer Fachmedien Wiesbaden
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Abstract
The social media revolution has altered the communication landscape and has significantly impacted marketing communication. The growing importance of applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.