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2014 | Buch

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User-Generated Content and its Impact on Branding

How Users and Communities Create and Manage Brands in Social Media

verfasst von: Severin Dennhardt

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

Research Overview

Frontmatter

1. Introduction

Abstract

The emergence and rise of social media have made user-generated content one of the driving forces of online experiences today. User-generated content (UGC, also called user-created content or user-generated media), for example in the form of user-reviews or blog-posts, is one of the most influential sources of online information today (Constantinides and Fountain 2008).

Severin Dennhardt

2. Theoretical Framework

Abstract

To the present date, no comprehensive theory for user-generated content and its impact on branding exists. In this section, theories and approaches will be described that were used to answer the research questions on the emergence of user-generated brands and the influence of social media on branding.

Severin Dennhardt

3. Research Setting

Abstract

Applications like Facebook, Youtube, and many others have seen enormous growth in the past decade and have become a revolutionary trend influencing the way we use the Internet, communicate with others, and search for information. As consumers are becoming more familiar with advanced communication and media technologies, they now have to be recognized as active creators instead of passive, consuming participants (Kozinets, Hemetsberger and Schau 2008; Henderson and Bowley 2010).

Severin Dennhardt

4. Methodology

Abstract

To gain a deeper understanding on the emergence and management of usergenerated content and brands, their inherent utility and value for consumers, as well as on the effects of social media marketing for brands, a combination of qualitative and quantitative methods was used. This mix of methods was applied in order to employ the most appropriate techniques for the identified research questions.

Severin Dennhardt

Articles Contributing to this Doctoral Thesis

Frontmatter

5. Overview of Papers Included in Doctoral Thesis

Abstract

This cumulative dissertation consists of a number of published and unpublished papers either in conference proceedings or journals and follows the standards for cumulative dissertations at the University of Innsbruck – School of Management.

Severin Dennhardt

6. User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds

Abstract

Firms are facing a new communication reality that has been created by the rise of social media applications. Concurrently branding and brand management has become a key marketing priority for most companies (Aaker and Joachimsthaler, 2000, Keller, 2009).

Severin Dennhardt

7. Perception of User-generated Brands: A New Power in the Minds of Consumers?

Abstract

The emergence and rise of social media and web 2.0 technologies have made user-generated content one of the driving forces of online experiences. User-generated content (UGC), for example in the form of user reviews or blog posts, is one of the most influential sources of online information today.

Severin Dennhardt

8. The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value

Abstract

Firms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.

Severin Dennhardt

9. The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

Abstract

The social media revolution has altered the communication landscape and has significantly impacted marketing communication. The growing importance of applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.

Severin Dennhardt

10. Contributions and Implications

Abstract

This thesis aims at contributing to marketing and branding literature by shedding light on the impact and consequences of user-generated content and social media on brand perceptions and marketing management.

Severin Dennhardt

11. Limitations and Future Research

Abstract

In closing, several important key areas for further research are identified which are not only suggested by the findings but also address limitations inherent in the research presented in the course of this thesis.

Severin Dennhardt

Backmatter

Titel: User-Generated Content and its Impact on Branding
verfasst von: Severin Dennhardt
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-02350-8
Print ISBN: 978-3-658-02349-2
DOI: https://doi.org/10.1007/978-3-658-02350-8