Fostering brand community through social media:
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...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2016
|
| Edition: | First edition |
| Series: | Digital and social media marketing and advertising collection
|
| Subjects: | |
| Online Access: | DE-92 DE-863 DE-862 DE-706 Volltext |
| Summary: | 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 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 |
| Item Description: | Includes bibliographical references (pages 75-85) and index |
| Physical Description: | Online-Ressource (88 pages) |
| ISBN: | 9781606499412 9781606499405 |
Staff View
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| id | DE-604.BV045876172 |
| illustrated | Not Illustrated |
| indexdate | 2025-02-20T06:58:07Z |
| institution | BVB |
| isbn | 9781606499412 9781606499405 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031259390 |
| oclc_num | 945610069 |
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| owner_facet | DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-706 |
| physical | Online-Ressource (88 pages) |
| psigel | ZDB-191-BEX |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Business Expert Press |
| record_format | marc |
| series2 | Digital and social media marketing and advertising collection |
| spellingShingle | Humphrey, William F. Laverie, Debra A. Rinaldo, Shannon B. Fostering brand community through social media Branding (Marketing) Social media Online social networks in business |
| title | Fostering brand community through social media |
| title_auth | Fostering brand community through social media |
| title_exact_search | Fostering brand community through social media |
| title_full | Fostering brand community through social media William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| title_fullStr | Fostering brand community through social media William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| title_full_unstemmed | Fostering brand community through social media William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| title_short | Fostering brand community through social media |
| title_sort | fostering brand community through social media |
| topic | Branding (Marketing) Social media Online social networks in business |
| topic_facet | Branding (Marketing) Social media Online social networks in business |
| url | http://portal.igpublish.com/iglibrary/search/BEPB0000466.html |
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