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Selected essays on corporate reputat...

Kick, Markus.

Selected essays on corporate reputation and social mediacollection of empirical evidence /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Selected essays on corporate reputation and social mediaby Markus Kick.
其他題名:	collection of empirical evidence /
作者:	Kick, Markus.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2015.
面頁冊數:	xi, 185 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	CorporationsPublic opinion.
電子資源:	http://dx.doi.org/10.1007/978-3-658-08837-8
ISBN:	9783658088378 (electronic bk.)

Selected essays on corporate reputation and social mediacollection of empirical evidence /
Kick, Markus.

Selected essays on corporate reputation and social mediacollection of empirical evidence /[electronic resource] :by Markus Kick. - Wiesbaden :Springer Fachmedien Wiesbaden :2015. - xi, 185 p. :ill., digital ;24 cm.

The Effect of Corporate Reputation on Health Insurance Choices in a Public-Policy-Shaped Environment of Premium Equality -- The Effects of Additional Contributions on Statutory Health Insurance Choices in Germany -- Social Media Effects along the Value Chain – A Narrative Review -- Corporate Brand Posts on Facebook – The Role of Interactivity, Vividness, and Involvement.

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. Contents The Effect of Corporate Reputation on Health Insurance Choices in a Public-Policy-Shaped Environment of Premium Equality The Effects of Additional Contributions on Statutory Health Insurance Choices in Germany Social Media Effects along the Value Chain – A Narrative Review Corporate Brand Posts on Facebook – The Role of Interactivity, Vividness, and Involvement Target Groups Researchers & students of general- & health management, marketing, and social media Professionals of marketing, web agencies, and statutory health insurance funds The Author Dr. Markus Kick received his degree at the Institute for Market-based Management under supervision of Prof. Dr. Manfred Schwaiger at LMU Munich.

ISBN: 9783658088378 (electronic bk.)

Standard No.: 10.1007/978-3-658-08837-8doiSubjects--Topical Terms:

524252
Corporations
--Public opinion.

LC Class. No.: HD59

Dewey Class. No.: 659.2

Selected essays on corporate reputation and social mediacollection of empirical evidence /
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