Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

"This book provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds by providing an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...