A Relevance of social networks for brand management

Part of the Innovatives Markenmanagement book series (INMA)


Due to innovations in technology, numerous social media platforms have been launched in the past decade. The term social media embraces all kinds of digital media that provide platforms for users to interact. Social media can be characterised as a “group of internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user generated content.”


Marketing Triad Defend Cond Ethos 


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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.Universität BremenBremenGermany

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