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

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 healt...

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Autore principale:	Kick, Markus
Natura:	Libro
Lingua:	English
Pubblicazione:	Springer 2015
Soggetti:	Branding Corporate image Public opinion Corporations
Accesso online:	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59524
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id	oai:scholar.dlu.edu.vn:DLU123456789-59524
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spelling	oai:scholar.dlu.edu.vn:DLU123456789-595242023-11-11T06:44:58Z Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence Kick, Markus Branding Corporate image Public opinion Corporations 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. 2015-12-28T02:25:51Z 2015-12-28T02:25:51Z 2015 Book 978-3-658-08837-8 978-3-658-08836-1 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59524 en application/pdf Springer
institution	Thư viện Trường Đại học Đà Lạt
collection	Thư viện số
language	English
topic	Branding Corporate image Public opinion Corporations
spellingShingle	Branding Corporate image Public opinion Corporations Kick, Markus Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
description	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.
format	Book
author	Kick, Markus
author_facet	Kick, Markus
author_sort	Kick, Markus
title	Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
title_short	Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
title_full	Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
title_fullStr	Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
title_full_unstemmed	Selected Essays on Corporate Reputation and Social Media: Collection of Empirical Evidence
title_sort	selected essays on corporate reputation and social media: collection of empirical evidence
publisher	Springer
publishDate	2015
url	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59524
_version_	1819773865098739712

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

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