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User-Generated Content and its Impact on Branding
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 and user-generated brands do have a strong influence on brands. Four independent studies demonstrate that first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers’ purchase decision process.
Encyclopedia of Information Science and Technology, Fourth Edition
In recent years, our world has experienced a profound shift and progression in available computing and knowledge sharing innovations. These emerging advancements have developed at a rapid pace, disseminating into and affecting numerous aspects of contemporary society. This has created a pivotal need for an innovative compendium encompassing the latest trends, concepts, and issues surrounding this relevant discipline area. During the past 15 years, the Encyclopedia of Information Science and Technology has become recognized as one of the landmark sources of the latest knowledge and discoveries in this discipline. The Encyclopedia of Information Science and Technology, Fourth Edition is a 10-v...
New Perspectives in Marketing by Word-of-Mouth
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
Communication and Sport
Sport is a universal feature of global popular culture. It shapes our identities, affects our relationships, and defines our communities. It also influences our consumption habits, represents our cultures, and dramatizes our politics. In other words, sport is among the most prominent vehicles for communication available in daily life. Nevertheless, only recently has it begun to receive robust attention in the discipline of communication studies. The handbook of Communication and Sport attends to the recent and rapid growth of scholarship in communication and media studies that features sport as a central site of inquiry. The book attempts to capture a full range of methods, theories, and top...
Die Rolle und Bedeutung der Werbung im Automobil-Marketing
Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum. Claus Hutter untersucht neben der Rolle und Bedeutung der Automobilwerbung als integrativer Bestandteil des Marketing-Mix auch die interdisziplinären Betrachtungen der Werbepsychologie, Positionierung und deren Einfluss hinsichtlich des Werbeerfolges auf der Kundenreise. Diese umfassende Untersuchung liefert wertvolle Erkenntnisse einerseits für die werblichen Rezeptionsprozesse und Interferenzen von Endkunden und andererseits Handlungsempfehlungen für wirtschaftliche Stakeholder.
Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship
As businesses aim to compete internationally, they must be apprised of new methods and technologies to improve their digital marketing strategy in order to remain ahead of their competition. Trends in entrepreneurship that drive consumer engagement and business initiatives, such as social media marketing, yields customer retention and positive feedback. Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship provides information on emerging trends in business innovation, entrepreneurship, and marketing strategies. While highlighting challenges such as successful social media interactions and consumer engagement, this book explores valuable information within various business environments and industries such as e-commerce, small and medium enterprises, hospitality and tourism management, and customer relationship management. This book is an ideal source for students, marketers, social media marketers, business managers, public relations professionals, promotional coordinators, economists, hospitality industry professionals, entrepreneurs, and researchers looking for relevant information on new methods in digital marketing and entrepreneurship.
The SAGE Encyclopedia of Economics and Society
Economics is the nexus and engine that runs society, affecting societal well-being, raising standards of living when economies prosper or lowering citizens through class structures when economies perform poorly. Our society only has to witness the booms and busts of the past decade to see how economics profoundly affects the cores of societies around the world. From a household budget to international trade, economics ranges from the micro- to the macro-level. It relates to a breadth of social science disciplines that help describe the content of the proposed encyclopedia, which will explicitly approach economics through varied disciplinary lenses. Although there are encyclopedias of coverin...
Tüketici Marka Katılımı Ve Instagram Anneleri
Bu çalışmada pazarlama disiplininde yeni bir kavram olarak karşımıza çıkan tüketici marka katılımının Instagram’da fenomen anneler aracılığıyla tüketici/marka ve tüketici/tüketici arasındaki katılım düzeylerini ve bu düzeyleri etkileyen başka değişkenlerin olup olmadığını ortaya koymak amaçlanmıştır. Bu bağlamda kanaat önderi olarak değerlendirilen fenomen annelerin aynı zamanda birer tüketici olan takipçilerinin marka etkileşimlerine ve sonrasında duygusal, bilişsel ve davranışsal marka katılım düzeylerine olan etkisine ilişkin alan araştırması yapılarak marka katılımının düzeyleri ölçülmüştür.
