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A Relevance of social networks for brand management

  • Barbara Kleine-Kalmer
Chapter
Part of the Innovatives Markenmanagement book series (INMA)

Abstract

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.”

Keywords

Social Network Social Medium Moral Responsibility Social Networking Site Brand Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.Universität BremenBremenGermany

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