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.
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). Contributions and Implications. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_10
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DOI: https://doi.org/10.1007/978-3-658-02350-8_10
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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