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Fostering Brand Community Through Social Media

Fostering Brand Community Through Social Media

Fostering Brand Community Through Social Media

Debra A. Laverie / Debra ALaverie / Jr. William F. Humphrey / JrWilliam FHumphrey / Shannon B. Rinaldo / Shannon BRinaldo

18,72 €
IVA incluido
Disponible
Editorial:
Business Expert Press
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9781606499405
18,72 €
IVA incluido
Disponible

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  • Librería Samer Atenea
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Sobre IBD

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.

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