Abstract
The social media revolution has altered the communication landscape and has significantly impacted marketing communication. The growing importance of applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_9
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DOI: https://doi.org/10.1007/978-3-658-02350-8_9
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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