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Erschienen in:
2014 | OriginalPaper | Buchkapitel
4. Methodology
verfasst von : Severin Dennhardt
Erschienen in: User-Generated Content and its Impact on Branding
Verlag: Springer Fachmedien Wiesbaden
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Abstract
To gain a deeper understanding on the emergence and management of usergenerated content and brands, their inherent utility and value for consumers, as well as on the effects of social media marketing for brands, a combination of qualitative and quantitative methods was used. This mix of methods was applied in order to employ the most appropriate techniques for the identified research questions.