LIBROS DEL AUTOR: severin dennhardt

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  • User-Generated Content and its Impact on Branding
    Severin Dennhardt
    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...
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    67,08 €