From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to

The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and b

In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official m

Creativity is no longer the sole territory of the designer and other creative professionals. Amateurs are drawn to websites such as Flickr, Threadless, WordPres

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to