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OverviewIn 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. Full Product DetailsAuthor: Markus KickPublisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Imprint: Springer Gabler Edition: 2015 ed. Dimensions: Width: 14.80cm , Height: 1.20cm , Length: 21.00cm Weight: 2.653kg ISBN: 9783658088361ISBN 10: 3658088362 Pages: 185 Publication Date: 02 March 2015 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsThe 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.ReviewsAuthor InformationDr. Markus Kick received his degree at the Institute for Market-based Management under supervision of Prof. Dr. Manfred Schwaiger at LMU Munich. Tab Content 6Author Website:Countries AvailableAll regions |
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