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03568nam a2200637 i 4500 |
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EBC4406927 |
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MiAaPQ |
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20200520144314.0 |
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m o d | |
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160308s2016 nyua foab 001 0 eng d |
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|z 9781606499405
|q paperback
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|a 9781606499412
|q (electronic bk.)
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|a (MiAaPQ)EBC4406927
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|a (Au-PeEL)EBL4406927
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|a (OCoLC)945610069
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|a MiAaPQ
|b eng
|e rda
|e pn
|c MiAaPQ
|d MiAaPQ
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4 |
|a HF5415.1255
|b .H854 2016
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| 082 |
0 |
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|a 658.827
|2 23
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| 100 |
1 |
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|a Humphrey, William F.,
|e author.
|
| 245 |
1 |
0 |
|a Fostering brand community through social media /
|c William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
|
| 250 |
|
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|a First edition.
|
| 264 |
|
1 |
|a New York, New York (222 East 46th Street, New York, NY 10017) :
|b Business Expert Press,
|c 2016.
|
| 300 |
|
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|a 1 online resource (88 pages) :
|b illustrations.
|
| 336 |
|
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|a text
|2 rdacontent
|
| 337 |
|
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|a computer
|2 rdamedia
|
| 338 |
|
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|a online resource
|2 rdacarrier
|
| 490 |
1 |
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|a Digital and social media marketing and advertising collection,
|x 2333-8830
|
| 504 |
|
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|a Includes bibliographical references (pages 75-85) and index.
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| 505 |
0 |
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|a 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.
|
| 506 |
1 |
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|a Access restricted to authorized users and institutions.
|
| 520 |
3 |
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|a 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.
|
| 588 |
|
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|a Title from PDF title page (viewed on March 8, 2016).
|
| 590 |
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|a Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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| 650 |
|
0 |
|a Branding (Marketing)
|
| 650 |
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0 |
|a Social media.
|
| 650 |
|
0 |
|a Online social networks in business.
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| 653 |
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|a Branding
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| 653 |
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|a brand community
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| 653 |
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|a customer service
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| 653 |
|
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|a Facebook
|
| 653 |
|
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|a Foursquare
|
| 653 |
|
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|a Instagram
|
| 653 |
|
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|a Pinterest
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| 653 |
|
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|a Snapchat
|
| 653 |
|
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|a social media
|
| 653 |
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|a Twitter
|
| 655 |
|
4 |
|a Electronic books.
|
| 700 |
1 |
|
|a Laverie, Debra A.,
|e author.
|
| 700 |
1 |
|
|a Rinaldo, Shannon B.,
|e author.
|
| 776 |
0 |
8 |
|i Print version:
|z 9781606499405
|
| 797 |
2 |
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|a ProQuest (Firm)
|
| 830 |
|
0 |
|a Digital and social media marketing and advertising collection.
|x 2333-8830
|
| 856 |
4 |
0 |
|u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=4406927
|z Click to View
|
