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...
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| Online Access: |
Full text (MCPHS users only) |
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| Main Author: | |
| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York :
Business Expert Press,
2016
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| Series: | Digital and social media marketing and advertising collection.
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| Subjects: | |
| Local Note: | ProQuest Ebook Central |
