Abstract
The topic of branding in social networks has recently gained a lot of public attention due to the high reach among existing and potential customers. In Germany, nearly one quarter of all internet users like at least one brand page in a social network, a representative study conducted by BITKOM (2013) shows. This equals around 13 million internet users. Among the 14-29-year-olds nearly half of the internet users are “fan” of a brand page in a social network.
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© 2016 Springer Fachmedien Wiesbaden
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Kleine-Kalmer, B. (2016). D Conclusion, reflection and outlook. In: Brand Page Attachment. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-12439-7_4
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DOI: https://doi.org/10.1007/978-3-658-12439-7_4
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Publisher Name: Springer Gabler, Wiesbaden
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Online ISBN: 978-3-658-12439-7
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