Selected Essays on Corporate Reputation and Social Media di Markus Kick edito da Gabler, Betriebswirt.-Vlg
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Selected Essays on Corporate Reputation and Social Media

Collection Of Empirical Evidence

EAN:

9783658088361

ISBN:

3658088362

Pagine:
185
Formato:
Paperback
Lingua:
Tedesco
Acquistabile con la

Descrizione Selected Essays on Corporate Reputation and Social Media

¿In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the ¿social media brand value chain¿ paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate via their brand fan pages in a highly interactive and vivid way to positively influence attitudinal measures among their fan base.

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