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Author: Ulrike Arnhold
Publisher: Gabler Verlag
Published: 2010-07-15
Total Pages: 451
ISBN-13: 9783834923240
DOWNLOAD EBOOKFrom a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Author: Severin Dennhardt
Publisher: Springer Science & Business Media
Published: 2013-09-24
Total Pages: 132
ISBN-13: 3658023503
DOWNLOAD EBOOKThe 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.
Author: Christoph Burmann
Publisher: LIT Verlag Münster
Published: 2008
Total Pages: 251
ISBN-13: 382581887X
DOWNLOAD EBOOKIn 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.
Author: Bowen, Gordon
Publisher: IGI Global
Published: 2019-01-25
Total Pages: 492
ISBN-13: 1522573453
DOWNLOAD EBOOKSocial media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.
Author: Ulrike Arnhold
Publisher: Springer Science & Business Media
Published: 2010-11-22
Total Pages: 477
ISBN-13: 383498857X
DOWNLOAD EBOOKFrom a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Author: Gabriele Balbi
Publisher: Walter de Gruyter GmbH & Co KG
Published: 2021-09-07
Total Pages: 295
ISBN-13: 3110740281
DOWNLOAD EBOOKAs media environments and communication practices evolve over time, so do theoretical concepts. This book analyzes some of the most well-known and fiercely discussed concepts of the digital age from a historical perspective, showing how many of them have pre-digital roots and how they have changed and still are constantly changing in the digital era. Written by leading authors in media and communication studies, the chapters historicize 16 concepts that have become central in the digital media literature, focusing on three main areas. The first part, Technologies and Connections, historicises concepts like network, media convergence, multimedia, interactivity and artificial intelligence. The second one is related to Agency and Politics and explores global governance, datafication, fake news, echo chambers, digital media activism. The last one, Users and Practices, is finally devoted to telepresence, digital loneliness, amateurism, user generated content, fandom and authenticity. The book aims to shed light on how concepts emerge and are co-shaped, circulated, used and reappropriated in different contexts. It argues for the need for a conceptual media and communication history that will reveal new developments without concealing continuities and it demonstrates how the analogue/digital dichotomy is often a misleading one.
Author: Helen Armstrong
Publisher: Princeton Architectural Press
Published: 2011-10-19
Total Pages: 160
ISBN-13: 9781616890254
DOWNLOAD EBOOKCreativity is no longer the sole territory of the designer and other creative professionals. Amateurs are drawn to websites such as Flickr, Threadless, WordPress, YouTube, Etsy, and Lulu, approaching design with the expectation that they will fill in the content. Never has user-driven design been easier for the public to generate and distribute. How will such a fundamental shift toward bottom-up creation affect the design industry? Designing for Participatory Culture considers historical and contemporary models of making that provide ideas for harnessing user-generated content through participatory design. The authors discuss how designers can lead the new breed of widely distributed amateur creatives rather than be overrun by them. DPC challenges designers to transform audiences into users, and completed layouts into open-ended systems. The book opens with an introductory essay entitled 'Ceding Control,' which explores the general concept of participatory culture and the resulting emergence of systems-oriented models of co-creation. Four chapters Modularity, Flexibility, Community, and Technology explore the various approaches to participatory design through critical essays, case studies, and interviews with leading designers in the field.
Author: Robert W. Palmatier
Publisher: Springer
Published: 2017-08-29
Total Pages: 332
ISBN-13: 3319619853
DOWNLOAD EBOOKThis book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Author: Gabriele Siegert
Publisher: Walter de Gruyter GmbH & Co KG
Published: 2017-04-10
Total Pages: 387
ISBN-13: 3110416832
DOWNLOAD EBOOKIn today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.
Author: OECD
Publisher: OECD Publishing
Published: 2007-09-28
Total Pages: 128
ISBN-13: 9264037470
DOWNLOAD EBOOKDrawing on an expanding array of intelligent web services and applications, more and more people are creating, distributing and exploiting user-created content (UCC). This study describes the rapid growth of UCC, its increasing role in worldwide communication, and discusses policy implications.
