Online Brand Communities Using the Social Web for Branding and Marketing /

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Martínez-López, Francisco J. (Autor), Anaya, Rafael (Autor), Aguilar, Rocio (Autor), Molinillo, Sebastián (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer International Publishing : Imprint: Springer, 2016.
Edición:1st ed. 2016.
Colección:Progress in IS,
Temas:
Marketing.
Electronic commerce.
Business information services.
e-Commerce and e-Business.
IT in Business.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • Introduction
  • Evolution of the Web
  • Foundations and Structure of the Social Web
  • Utitlity of the Social Web for Business
  • Evolution of the Marketing Mind-set and the Value-creation Process
  • Brand and Social Web
  • Conceptual Approach to Community, Virtual Community and Online Brand Community
  • Types of Virtual Communities and Virtual Brand Communities
  • Consumers' Motivations to Participate in Virtual Brand Communities
  • Factors Influencing Members' Engagement with Virtual Brand Communities
  • Value Creation in Virtual Brand Communities
  • Creating and Developing Virtual Brand Communities: Some Practical Guidelines. .

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