2015, ISBN: 3658088362

[EAN: 9783658088361], Neubuch, [SC: 0.0], [PU: Springer Fachmedien Wiesbaden], GESUNDHEITSWESEN; FACEBOOK; HEALTHINSURANCE; PRICEANDCORPORATEREPUTATION; SOCIALMEDIAENVIRONMENT; SOCIALMEDI… More...

[EAN: 9783658088361], Neubuch, [SC: 0.0], [PU: Springer Fachmedien Wiesbaden], GESUNDHEITSWESEN; FACEBOOK; HEALTHINSURANCE; PRICEANDCORPORATEREPUTATION; SOCIALMEDIAENVIRONMENT; SOCIALMEDIARESPONSIBLE, Druck auf Anfrage Neuware -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. 200 pp. Englisch, Books<

2015, ISBN: 9783658088361

Collection of Empirical Evidence, Buch, Softcover, 2015, In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance … More...

Collection of Empirical Evidence, Buch, Softcover, 2015, 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. [PU: Springer Fachmedien Wiesbaden GmbH], Seiten: 185, Springer Fachmedien Wiesbaden GmbH, 2015<

ISBN: 9783658088361

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 provid… More...

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., Springer Gabler<

2015, ISBN: 3658088362

Selected Essays on Corporate Reputation and Social Media ab 69.49 € als Taschenbuch: Collection of Empirical Evidence. Auflage 2015. Aus dem Bereich: Bücher, Wissenschaft, Wirtschaftswiss… More...

Selected Essays on Corporate Reputation and Social Media ab 69.49 € als Taschenbuch: Collection of Empirical Evidence. Auflage 2015. Aus dem Bereich: Bücher, Wissenschaft, Wirtschaftswissenschaft, Medien > Bücher, Springer Fachmedien Wiesbaden<