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Research Setting

In: User-Generated Content and its Impact on Branding

Author

Listed:
  • Severin Dennhardt

Abstract

Applications like Facebook, Youtube, and many others have seen enormous growth in the past decade and have become a revolutionary trend influencing the way we use the Internet, communicate with others, and search for information. As consumers are becoming more familiar with advanced communication and media technologies, they now have to be recognized as active creators instead of passive, consuming participants (Kozinets, Hemetsberger and Schau 2008; Henderson and Bowley 2010).

Suggested Citation

  • Severin Dennhardt, 2014. "Research Setting," Springer Books, in: User-Generated Content and its Impact on Branding, chapter 3, pages 19-21, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02350-8_3
    DOI: 10.1007/978-3-658-02350-8_3
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