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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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59524 |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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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 |