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 |
| 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. |
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| Physical Description: | 1 online resource (102 pages) |
| Bibliography: | Includes bibliographical references (pages 75-85) and index. |
| ISBN: | 9781606499412 1606499416 |
| ISSN: | 2333-8822 |
| Source of Description, Etc. Note: | Print version record. |
