Author : Ulrike Arnhold
Publisher : Gabler Verlag
Page : 451 pages
File Size : 37,54 MB
Release : 2010-07-15
Category : Business & Economics
ISBN : 9783834923240
From 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
Page : 132 pages
File Size : 45,58 MB
Release : 2013-09-24
Category : Business & Economics
ISBN : 3658023503
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.
Author : Christoph Burmann
Publisher : LIT Verlag Münster
Page : 251 pages
File Size : 18,3 MB
Release : 2008
Category : Branding (Marketing)
ISBN : 382581887X
In 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 : Helen Armstrong
Publisher : Princeton Architectural Press
Page : 160 pages
File Size : 40,48 MB
Release : 2011-10-19
Category : Design
ISBN : 9781616890254
Creativity 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 : Ulrike Arnhold
Publisher : Springer Science & Business Media
Page : 477 pages
File Size : 46,67 MB
Release : 2010-11-22
Category : Business & Economics
ISBN : 383498857X
From 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
Page : 295 pages
File Size : 26,94 MB
Release : 2021-09-07
Category : History
ISBN : 3110740281
As 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 : Gabriele Siegert
Publisher : Walter de Gruyter GmbH & Co KG
Page : 387 pages
File Size : 38,87 MB
Release : 2017-04-10
Category : Social Science
ISBN : 3110416832
In 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 : Robert W. Palmatier
Publisher : Springer
Page : 332 pages
File Size : 21,72 MB
Release : 2017-08-29
Category : Business & Economics
ISBN : 3319619853
This 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 : David Aaker
Publisher : Morgan James Publishing
Page : 157 pages
File Size : 28,88 MB
Release : 2018-01-02
Category : Business & Economics
ISBN : 168350612X
“All marketers should heed [the] advice” of this brand marketing guru in his latest book on digital storytelling.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories?intriguing, authentic, and involving narratives?apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories. Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.
Author : Das, Subhankar
Publisher : IGI Global
Page : 311 pages
File Size : 45,20 MB
Release : 2020-09-25
Category : Business & Economics
ISBN : 1799844218
In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.
