| Description |
1 online resource (102 pages) |
| Series |
Digital and social media marketing and advertising collection, 2333-8822 |
|
Digital and social media marketing and advertising collection. 2333-8822
|
| Contents |
1. The online brand community -- 2. Brand characteristics -- 3. Relational characteristics in social media -- 4. Community characteristics -- 5. Virtually there -- 6. The nature of fandom and shared power in the social environment -- 7. Past, present, and future of digital brand communities -- Notes -- Bibliography -- Index |
| Summary |
This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world |
| Bibliography |
Includes bibliographical references (pages 75-85) and index |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
|
|
Social media.
|
|
Online social networks in business.
|
|
branding.
|
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social media.
|
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BUSINESS & ECONOMICS -- Industrial Management.
|
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BUSINESS & ECONOMICS -- Management.
|
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BUSINESS & ECONOMICS -- Management Science.
|
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Branding (Marketing)
|
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Online social networks in business
|
|
Social media
|
| Form |
Electronic book
|
| Author |
Laverie, Debra A
|
|
Rinaldo, Shannon B
|
| ISBN |
9781606499412 |
|
1606499416 |
|
