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The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value

In: User-Generated Content and its Impact on Branding

Author

Listed:
  • Severin Dennhardt

Abstract

Firms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.

Suggested Citation

  • Severin Dennhardt, 2014. "The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value," Springer Books, in: User-Generated Content and its Impact on Branding, chapter 8, pages 67-90, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02350-8_8
    DOI: 10.1007/978-3-658-02350-8_8
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