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.

Authors and Affiliations

Innsbruck, Austria

Severin Dennhardt

About the author

Dr. Severin Dennhardt wrote his dissertation under Prof. Dr. Kurt Matzler’s supervision at the Chair of Strategic Management and Leadership at the University of Innsbruck.

Bibliographic Information

Book Title: User-Generated Content and its Impact on Branding
Book Subtitle: How Users and Communities Create and Manage Brands in Social Media
Authors: Severin Dennhardt
DOI: https://doi.org/10.1007/978-3-658-02350-8
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2014
Softcover ISBN: 978-3-658-02349-2Published: 04 October 2013
eBook ISBN: 978-3-658-02350-8Published: 24 September 2013
Edition Number: 1
Number of Pages: XIII, 129
Number of Illustrations: 13 b/w illustrations
Topics: Marketing

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Table of contents (11 chapters)

Front Matter

Research Overview

Front Matter

Articles Contributing to this Doctoral Thesis

Front Matter

Back Matter

About this book

Authors and Affiliations

Innsbruck, Austria

About the author

Bibliographic Information

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