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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Humphrey, Jr., William F.
Other Authors: Laverie, Debra A., Rinaldo, Shannon B.
Format: Electronic eBook
Language:Inglés
Published: New York : Business Expert Press, 2016.
Series:Digital and social media marketing and advertising collection.
Subjects:
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
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