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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Humphrey, Jr., William F.
Otros Autores: Laverie, Debra A., Rinaldo, Shannon B.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : Business Expert Press, 2016.
Colección:Digital and social media marketing and advertising collection.
Temas:
Branding (Marketing)
Social media.
Online social networks in business.
Stratégie de marque.
Médias sociaux.
Réseaux sociaux dans les affaires.
branding.
social media.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Online social networks in business
Social media
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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