By Severin Dennhardt
The emergence of social media as one of many using forces of customers’ on-line reviews this present day additionally demanding situations our present knowing on advertising and marketing and model administration. the consequences of manufacturers’ social media involvement are to today doubtful. Severin Dennhardt indicates that social media and user-generated manufacturers do have a powerful impression on manufacturers. 4 self sufficient reports reveal that first, winning manufacturers will be created in digital worlds, moment, user-generated content material drives the construction of targeted manufacturers, 3rd social media strongly impacts the social price belief of manufacturers, and fourth, social media affects shoppers’ buy selection process.
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Additional info for User-Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media
Sample text
How are users of virtual worlds building their brands? Why are they experiencing increased prominence? How do they leverage virtnal worlds affordances? In our empirical study, we analyze UGB's relevance and shed light on their brand building process in order tn understand the factors that are crucial for brands in user-generated environments. 1 Research Method To explore this emerging phenomenon of brands created by users as opposed tn companies, the empirical research followed an inductive investigative process conaisting of multiple case studies that were designed tn illuminate the existence and nature ofUGB's and gain insights on the mechanisms of branding and brand management in SL.
To tackle this research task, we label brands that originated from single users or a group of users through user-generated content, rather than companies, as user-generated brands (UGB). We study the social media environment of Second Life (SL), where the existence of usergenerated brands created by individuals is most visible, because in this virtual social world users are free to create, own and sell their content (de Mesa, 2009, la Feria, 2009). We first outline the underlying theoretic brand foundations and discuss the changed natore of branding in social media environments.
To analyze the gathered content, open coding typical for grounded theory was applied (Glaser and Strauss 1967). As an inductive investigative process, the grounded theory method seeks to formulate a theory about a phenomenon by systematically gathering and analyzing relevant data. Content analysis was focused on object-linguistic and metaphysical codes typifying the characteristics of the brands under investigation. In order to ensure inter-coder reliability, two researchers continuously negotiated the meanings of codes and the identified characteristics.
