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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Business Expert Press,
2016.
|
| Colección: | Digital and social media marketing and advertising collection.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 050 | 4 | |a HF5415.1255 |b .H854 2016 | |
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| 049 | |a UAMI | ||
| 100 | 1 | |a Humphrey, Jr., William F. | |
| 245 | 1 | 0 | |a Fostering Brand Community Through Social Media. |
| 260 | |a New York : |b Business Expert Press, |c 2016. | ||
| 300 | |a 1 online resource (102 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Digital and social media marketing and advertising collection, |x 2333-8822 | |
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references (pages 75-85) and index. | ||
| 505 | 0 | |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. | |
| 520 | 3 | |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. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Social media. | |
| 650 | 0 | |a Online social networks in business. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Médias sociaux. | |
| 650 | 6 | |a Réseaux sociaux dans les affaires. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a social media. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Online social networks in business |2 fast | |
| 650 | 7 | |a Social media |2 fast | |
| 700 | 1 | |a Laverie, Debra A. | |
| 700 | 1 | |a Rinaldo, Shannon B. | |
| 758 | |i has work: |a Fostering brand community through social media (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFtq48XhG9KhGfvgpbHGMd |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Humphrey, Jr., William F. |t Fostering Brand Community Through Social Media. |d New York : Business Expert Press, ©2016 |z 9781606499405 |
| 830 | 0 | |a Digital and social media marketing and advertising collection. |x 2333-8822 | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4406927 |z Texto completo |
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