User Generated Branding: State of the Art of Research
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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active behaviour blogs brand benefit brand communities brand fans brand identity brand image brand management approach brand meaning brand messages brand personality brand related UGC brand-consumer relationship brand-related branded company BURMANN BURMANN/BLINDA/NITSCHKE 2003 BURMANN/MEFFERT 2005a campaign concept considered consumer corporate created creation creative crowd sourcing defined definition Doritos et seqq eTribes etseqq example feedback Figure Figure Figure following ibid Harley-Davidson HIPPEL identity-based brand management illustration based innovation interaction Jones Soda KOZINETS lead users market research monitoring motivations MUNIZ/SCHAU non-sponsored online communities online video open source opinion leaders participation perspective PITT/BERTHON/WATSON platforms prosumer refers regard to UGB relevant screenshot seqq so-called social media social networking sponsored UGA STICHNOTH sumers target groups tion UGC creators user generated branding user generated content user generated video viral virtual WENSKE wisdom of crowds WOMMA word of mouth WUNSCH-VINCENT/VICKERY 2007 YouTube