Edition |
First edition. |
Description |
1 online resource (88 pages) : illustrations. |
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text rdacontent |
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computer rdamedia |
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online resource rdacarrier |
Series |
Digital and social media marketing and advertising collection, 2333-8830 |
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Digital and social media marketing and advertising collection. 2333-8830
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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)
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Social media.
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Online social networks in business.
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Indexed Term |
Branding |
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brand community |
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customer service |
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Facebook |
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Foursquare |
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Instagram |
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Pinterest |
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Snapchat |
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social media |
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Twitter |
Genre/Form |
Electronic books.
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Added Author |
Laverie, Debra A., author.
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Rinaldo, Shannon B., author.
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Other Form: |
Print version: 9781606499405 |
ISBN |
9781606499405 paperback |
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9781606499412 (electronic bk.) |
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