| Edition |
First edition. |
| Description |
1 online resource (88 pages) : illustrations. |
|
text rdacontent |
|
computer rdamedia |
|
online resource rdacarrier |
| Series |
Digital and social media marketing and advertising collection, 2333-8830 |
|
Digital and social media marketing and advertising collection. 2333-8830
|
| Bibliography |
Includes bibliographical references (pages 75-85) and index. |
| 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. |
| Access |
Access restricted to authorized users and institutions. |
| 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. |
| Note |
Title from PDF title page (viewed on March 8, 2016). |
| Subject |
Branding (Marketing)
|
|
Social media.
|
|
Online social networks in business.
|
| Indexed Term |
Branding |
|
brand community |
|
customer service |
|
Facebook |
|
Foursquare |
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Instagram |
|
Pinterest |
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Snapchat |
|
social media |
|
Twitter |
| Genre/Form |
Electronic books.
|
| Added Author |
Laverie, Debra A., author.
|
|
Rinaldo, Shannon B., author.
|
| Other Form: |
Print version: 9781606499405 |
| ISBN |
9781606499405 paperback |
|
9781606499412 (electronic bk.) |
|
