The document is a dissertation by Severin Dennhardt on the impact of user-generated content (UGC) on branding, exploring how users and communities create and manage brands in social media. It includes a theoretical framework, research methodology, and presents four individual papers that contribute to the understanding of user-generated brands and their influence on consumer behavior. The work emphasizes the opportunities and challenges for marketers in an environment increasingly shaped by consumer-generated content.

User Generated Content and its Impact on Branding How Users and Communities Create and Manage Brands in Social Media 1st Edition Severin Dennhardt (Auth.) All Chapters Instant Download

User Generated Content and its Impact on Branding How Users and Communities Create and Manage Brands in Social Media 1st Edition Severin Dennhardt (Auth.) All Chapters Instant Download PDF

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