Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence

$15.99

Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
Authors: Markus Kick (auth.)
Year: 2015
Publisher: Gabler Verlag
Language: english
ISBN 13: 9783658088361
ISBN 10: 3658088362
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 1

Availability: 5000 in stock

SKU: 9783658088361 Categories: ,

Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence Markus Kick (auth.)
​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 Facbook, 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. Categories:
Business & Economics – Sales & Marketing
Year:
2015
Edition:
1
Publisher:
Gabler Verlag
Language:
english
Pages:
185 / 196
ISBN 10:
3658088362
ISBN 13:
9783658088361
File:
02 MB

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Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
$15.99

Availability: 5000 in stock