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Perception of User-generated Brands: A New Power in the Minds of Consumers?

In: User-Generated Content and its Impact on Branding

Author

Listed:
  • Severin Dennhardt

Abstract

The emergence and rise of social media and web 2.0 technologies have made user-generated content one of the driving forces of online experiences. User-generated content (UGC), for example in the form of user reviews or blog posts, is one of the most influential sources of online information today.

Suggested Citation

  • Severin Dennhardt, 2014. "Perception of User-generated Brands: A New Power in the Minds of Consumers?," Springer Books, in: User-Generated Content and its Impact on Branding, chapter 7, pages 57-66, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-02350-8_7
    DOI: 10.1007/978-3-658-02350-8_7
    as

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