Corporate branding in Facebook fan pages : ideas for improving your brand value /
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| Main Authors: | , , , , , |
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| Format: | Elektronski eKnjiga |
| Jezik: | angleščina |
| Izdano: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2015.
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| Izdaja: | First edition. |
| Serija: | Digital and social media marketing and advertising collection.
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| Teme: | |
| Online dostop: | An electronic book accessible through the World Wide Web; click to view |
| Oznake: |
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| Abstract: | 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. |
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| Fizični opis: | 1 online resource (xiii, 130 pages) : illustrations. Also available in print. |
| Format: | Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. |
| Bibliografija: | Includes bibliographical references (pages 117-125) and index. |
| ISBN: | 9781606499436 |
| ISSN: | 2333-8830 |
| Dostop: | Access restricted to authorized users and institutions. |