Selected Essays on Corporate Reputation and Social Media - Collection of Empirical Evidence (Paperback, 2015 ed.)

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.

General

Imprint:	Springer Gabler
Country of origin:	Germany
Release date:	February 2015
First published:	2015
Authors:	Markus Kick
Dimensions:	210 x 148 x 12mm (L x W x T)
Format:	Paperback
Pages:	185
Edition:	2015 ed.
ISBN-13:	978-3-658-08836-1
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > General Books > Medicine > General issues > Health systems & services > General Books > Business & Economics > Finance & accounting > Finance > Insurance > General Books > Money & Finance > Insurance > General Promotions
LSN:	3-658-08836-2
Barcode:	9783658088361

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