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

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

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252.00 SAR 

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Category Type
Marketing & Sales
ISBN
9783658088361
Author
Markus Kick
Publisher
Springer
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 ...

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PRODUCT INFORMATION

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    Specifications

    Category Type
    Marketing & Sales
    ISBN
    9783658088361
    Package thickness
    20.4 centimeters
    Package weight in KGs
    260 grams
    Category Type
    Marketing & Sales
    ISBN
    9783658088361
    Package thickness
    20.4 centimeters
    Package weight in KGs
    260 grams
    EAN-13
    9783658088361
    Expirable
    Package height
    1.4 centimeters
    Package Width
    14.8 centimeters
    Serial Scan Required
    Item EAN
    2724501829974
    People
    Author
    Markus Kick
    People
    Publisher
    Springer
    Technical Information
    Binding
    Paperback
    Languages and countries
    Language of the text
    English
    Read more
  •  

    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

    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.

 

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