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The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and b

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to

As media environments and communication practices evolve over time, so do theoretical concepts. This book analyzes some of the most well-known and fiercely disc

In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official m