User Generated Branding: State of the Art of Research

Front Cover
LIT Verlag Münster, 2008 - Business & Economics - 237 pages
In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
 

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Contents

IV
1
VI
15
VII
26
VIII
32
X
41
XI
67
XIII
68
XIV
69
XVI
73
XVIII
121
XIX
136
XX
154
XXII
158
XXIII
188
XXIV
191
XXV
201

XV
70

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