Social brand engagement: bloggers and their megaphones ; consumers' social media brand games ; community brands
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Nürnberg
GfK
2014
|
| Series: | GfK marketing intelligence review : [...], [Englische Ausgabe]
6,2 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Einzelaufnahme eines Zs.-Heftes |
| Physical Description: | 63 S. Ill., graph. Darst. |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
16
3
EDITORIAL
6
EDITORS
7
ADVISORY BOARD
8
SOCIAL BRAND ENGAGEMENT: A NEW IDEA
ROBERT V. KOZINETS
IN SUCCESSFUL SOCIAL BRAND ENGAGEMENT, BOTH CONSUMERS AND
PRODUCERS PLAY ACTIVE ROLES. ONE PARTY HAS TO TAKE THE LEAD,
BUT NOT NECESSARILY THE COMPANIES.
THE MEGAPHONE EFFECT IN SOCIAL MEDIA:
HOW ORDINARY CONSUMERS BECOME STYLE LEADERS
EDWARD F. MCQUARRIE AND BARBARA ]. PHILLIPS
SOME BLOGGERS AMASS LARGE AUDIENCES AND BECOME OPINION
LEADERS. FIND OUT WHAT MAKES THEM SO SUCCESSFUL.
22
LOST IN TRANSLATION:
THE SOCIAL SHAPING OF MARKETING MESSAGING
ROBERT V. KOZINETS, KRISTINE DE VALCK,
ANDREA
C.
WOJNICKI AND SARAH J.
S.
WILNER
CONSUMERS ARE ACTIVE CO-PRODUCERS OF VALUE AND TRANSFORM
MARKETING MEANINGS. SIMPLY OBSERVING REACH AND VALENCE
OF
PRODUCT MENTIONS IS TOO SHORTSIGHTED.
28
BEYOND BEDLAM: HOW CONSUMERS AND BRANDS
ALIKE ARE PLAYING THE WEB
JOHN DEIGHTON AND LEORA KORNFELD
PEOPLE WANT TO PLAY WITH BRANDS, AND THEIR MANAGERS
MUST DECIDE IF THEY WANT TO OFFER PARTICIPATION.
THOSE WHO DO SHOULD BE PREPARED FOR SURPRISING TURNS.
HTTP://D-NB.INFO/1068246316
34
52
PARTICIPATORY CULTURE: FROM CO-CREATING BRAND
MEANING TO CHANGING THE WORLD
HENRY JENKINS
PARTICIPATION AND CREATIVE CONSUMER ACTION CAN ENDORSE
BRANDS, BUT THEY COULD CAUSE HARM AS WELL. IT IS A DOUBLE-
EDGED SWORD.
40
FOR US AND BY US:
THE CHARM AND POWER OF COMMUNITY BRANDS
JOHANN FULLER
SOME CONSUMERS DO MORE THAN JUST INNOVATE; THEY ACTUALLY
CREATE BRANDS THEMSELVES. THIS CHALLENGES COMMERCIAL
BRANDS, BUT OFFERS NEW BUSINESS OPPORTUNITIES AS WELL.
FOLLOW THE CONNECTIONS! FINDING THE BIG PICTURE
OF INTERNET COMMUNICATIONS
AXEL MAIREDER
A MACRO PERSPECTIVE ON BUZZ ON THE WEB SHOWS HOW ONLINE
COMMUNICATIONS PROCESSES WORK AND HOW INFORMATION SPREADS.
59
EXECUTIVE SUMMARIES
62
NEXT ISSUE PREVIEW
63
IMPRINT
46
CREATING SUSTAINABLE DIGITAL EXPERIENCES
INTERVIEW BY ROBERT V. KOZINETS
MIR
INTERVIEW WITH ADAM FROMAN, CEO OF DELVINIA AND
ASKINGCANADIANS* ABOUT TRENDS IN SOCIAL MEDIA MARKETING.
|
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| dewey-full | 658.8343 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8343 |
| dewey-search | 658.8343 |
| dewey-sort | 3658.8343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-10T07:09:31Z |
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| publishDate | 2014 |
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| spelling | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands [publ. GfK-Nürnberg e.V.] Nürnberg GfK 2014 63 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier GfK marketing intelligence review : [...], [Englische Ausgabe] 6,2 Einzelaufnahme eines Zs.-Heftes Markenimage (DE-588)4136439-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Social Media (DE-588)4639271-3 s Markenpolitik (DE-588)4144679-3 s Markenimage (DE-588)4136439-9 s DE-604 Parallele Sprachausgabe deutsch Social brand engagement DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028212495&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd Social Media (DE-588)4639271-3 gnd |
| subject_GND | (DE-588)4136439-9 (DE-588)4144679-3 (DE-588)4639271-3 |
| title | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands |
| title_auth | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands |
| title_exact_search | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands |
| title_full | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands [publ. GfK-Nürnberg e.V.] |
| title_fullStr | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands [publ. GfK-Nürnberg e.V.] |
| title_full_unstemmed | Social brand engagement bloggers and their megaphones ; consumers' social media brand games ; community brands [publ. GfK-Nürnberg e.V.] |
| title_short | Social brand engagement |
| title_sort | social brand engagement bloggers and their megaphones consumers social media brand games community brands |
| title_sub | bloggers and their megaphones ; consumers' social media brand games ; community brands |
| topic | Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Markenimage Markenpolitik Social Media |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028212495&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |