EAN: 9783658088361

SELECTED ESSAYS ON CORPORATE REPUTATION AND SOC...

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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