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User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media
Dennhardt, Severin - 2014
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...
Persistent link: https://www.econbiz.de/10014016983
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Managing Negative Word-of-Mouth on Social Media Platforms : The Effect of Hotel Management Responses on Observers’ Purchase Intention
Nee, Ines - 2016
Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral...
Persistent link: https://www.econbiz.de/10012397865
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Digital Influence : Unleash the Power of Influencer Marketing to Accelerate Your Global Business
Backaler, Joel - 2018
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a...
Persistent link: https://www.econbiz.de/10012395922
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Social Branding : Strategien - Praxisbeispiele - Perspektiven
Schulten, Matthias Bernhard - 2012
Rund 40 Prozent der Unternehmen sind mittlerweile in sozialen Medien aktiv, um die eigene Marke zu profilieren und stärker in den Dialog mit dem Konsumenten zu treten. Das Streben nach mehr Markenloyalität geht mit einer Veränderung der Markenkommunikation einher. Waren Unternehmen bislang...
Persistent link: https://www.econbiz.de/10014015950
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Social Media Marketing : Game Theory and the Emergence of Collaboration
Anderson, Eric - 2010
Surviving the Customer -- Zero-Sum Games in Traditional Marketing -- The Prisoner’s Dilemma and the Emergence of Cooperation -- Consumer Revolt and the Rising Cost of Defection -- Sustaining Marketer-Consumer Cooperation through Coordination Games -- Crowdsourcing and Schelling’s Theory of...
Persistent link: https://www.econbiz.de/10013522812
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Personal Brand Creation in the Digital Age : Theory, Research and Practice
Grzesiak, Mateusz - 2018
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for...
Persistent link: https://www.econbiz.de/10012396418
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The FORA Framework : A Fuzzy Grassroots Ontology for Online Reputation Management
Portmann, Edy - 2013
The Social Semantic Web -- Fundamentals of Fuzzy Clustering Methods -- Online Reputation Analysis -- Requirements for … Online Reputation Analysis -- Fuzzy Online Reputation Analysis Framework -- The YouReputation Prototype -- Conclusion. …Online reputation management deals with monitoring and influencing the online record of a person, an organization or a …
Persistent link: https://www.econbiz.de/10014016412
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Unternehmensreputation im digitalen Zeitalter : wie Mitarbeiter die Online-Reputation bei Kunden, Kollegen und Bewerbern beeinflussen
Ivens, Stefan - 2018
auf Kunden Auswirkungen von Reputation auf das Verhalten von Mitarbeitern Treiber von reputationsschädigendem Verhalten … Auswirkungen von Reputation auf Mitarbeiterrekrutierung in sozialen Medien Die Zielgruppen Dozierende und Studierende der …Effekte von Mitarbeiterverhalten in sozialen Medien auf Kunden -- Auswirkungen von Reputation auf das Verhalten von …
Persistent link: https://www.econbiz.de/10012401630
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Social Commerce : Consumer Behaviour in Online Environments
Boardman, Rosy (ed.); Blazquez, Marta (ed.);  … - 2019
This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors...
Persistent link: https://www.econbiz.de/10012396166
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Kundenkommunikation in sozialen Medien : Analyse und Steuerung der Kommunikationsprozesse
Wolf, Tobias - 2017
Chancen von Kundenkommunikation für das Marketing -- Social Media als Inkubator für Word-of-Mouth -- Modell der Informationsverteilung in sozialen Medien -- Partizipationsformen im Kommunikationsprozess.
Persistent link: https://www.econbiz.de/10014020545