Fostering brand community through social media /
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 br...
| Main Authors: | , , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2016.
|
| Edition: | First edition. |
| Series: | Digital and social media marketing and advertising collection.
|
| Subjects: | |
| Online Access: | Click to View |
| 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. |
|---|---|
| Physical Description: | 1 online resource (88 pages) : illustrations. |
| Bibliography: | Includes bibliographical references (pages 75-85) and index. |
| ISBN: | 9781606499412 |
| ISSN: | 2333-8830 |
| Access: | Access restricted to authorized users and institutions. |