User Generated Branding: State of the Art of ResearchIn 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. |
Contents
branding | 30 |
Conclusion and contribution | 31 |
Context factors of user generated | 67 |
4 | 73 |
1 | 104 |
customer retention | 167 |
60 | 173 |
Appendix | 191 |
Bibliography | 201 |
70 | 212 |
73 | 221 |
Common terms and phrases
active behaviour blogs brand community brand fans brand identity brand image brand management approach brand meaning brand message Brand performance brand personality brand related UGC brand-consumer relationship brand-customer relationship brand-related branded company BURMANN BURMANN/BLINDA/NITSCHKE 2003 BURMANN/MEFFERT campaign concept considered consumer corporate created creation crowd sourcing defined definition Doritos et seqq eTribes example factors feedback Figure following ibid grassroots Harley-Davidson HIPPEL identity-based brand management illustration based innovation interaction Jones Soda Journal KOZINETS lead users Markenführung market research monitoring motivations MUNIZ/SCHAU non-sponsored online communities online video open source opinion leaders participation perspective PITT/BERTHON/WATSON prosumer refers regard to UGB relevant Retrieved seqq so-called social media social networking sponsored UGB stealth marketing strategies sumer target groups tion UGC creators user generated branding user generated content viral virtual WENSKE wisdom of crowds WOMMA word of mouth YouTube