Corporate branding in Facebook fan pages: ideas for improving your brand value
Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for i...
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| Main Authors: | , , , , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2015
|
| Edition: | First edition |
| Series: | Digital and social media marketing and advertising collection
|
| Subjects: | |
| Summary: | Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks |
| Item Description: | Title from PDF title page (viewed on March 13, 2015) |
| Physical Description: | 1 online resource (xiii, 130 pages) illustrations |
| ISBN: | 9781606499436 |
Staff View
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| id | DE-604.BV045254015 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:12:55Z |
| institution | BVB |
| isbn | 9781606499436 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030641989 |
| oclc_num | 904942972 905985835 |
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| physical | 1 online resource (xiii, 130 pages) illustrations |
| psigel | ZDB-30-PAD |
| publishDate | 2015 |
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| publisher | Business Expert Press |
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| series2 | Digital and social media marketing and advertising collection |
| spelling | Zamith Brito, Eliane Pereira. Verfasser aut Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal First edition New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2015 1 online resource (xiii, 130 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Digital and social media marketing and advertising collection Title from PDF title page (viewed on March 13, 2015) Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image Zanette, Maria Carolina. aut Caires Abdalla, Carla. aut Ferreira, Mateus. aut Limongi, Ricardo. aut Rosenthal, Benjamin. aut Erscheint auch als Druck-Ausgabe 9781606499429 |
| spellingShingle | Zamith Brito, Eliane Pereira Zanette, Maria Carolina Caires Abdalla, Carla Ferreira, Mateus Limongi, Ricardo Rosenthal, Benjamin Corporate branding in Facebook fan pages ideas for improving your brand value Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
| title | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_auth | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_exact_search | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_full | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_fullStr | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_full_unstemmed | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_short | Corporate branding in Facebook fan pages |
| title_sort | corporate branding in facebook fan pages ideas for improving your brand value |
| title_sub | ideas for improving your brand value |
| topic | Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
| topic_facet | Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
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