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: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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| LEADER | 00000nam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | ebr11030572 | ||
| 003 | CaPaEBR | ||
| 005 | 20180830115404.0 | ||
| 006 | m eo d | ||
| 007 | cr cn |||m|||a | ||
| 008 | 150313s2015 nyua foab 001 0 eng d | ||
| 020 | |a 9781606499436 |q e-book | ||
| 020 | |z 9781606499429 |q paperback | ||
| 040 | |a CaBNVSL |b eng |e rda |c CaBNVSL |d CaBNVSL | ||
| 035 | |a (OCoLC)904942972 | ||
| 050 | 4 | |a HM743.F33 |b Z253 2015 | |
| 082 | 0 | 4 | |a 006.754 |2 23 |
| 100 | 1 | |a Zamith Brito, Eliane Pereira., |e author. | |
| 245 | 1 | 0 | |a Corporate branding in Facebook fan pages : |b ideas for improving your brand value / |c Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) : |b Business Expert Press, |c 2015. | |
| 300 | |a 1 online resource (xiii, 130 pages) : |b illustrations. | ||
| 336 | |a text |2 rdacontent | ||
| 337 | |a computer |2 rdamedia | ||
| 338 | |a online resource |2 rdacarrier | ||
| 490 | 1 | |a Digital and social media marketing and advertising collection, |x 2333-8830 | |
| 504 | |a Includes bibliographical references (pages 117-125) and index. | ||
| 505 | 0 | |a 1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index. | |
| 506 | 1 | |a Access restricted to authorized users and institutions. | |
| 520 | 3 | |a 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. | |
| 530 | |a Also available in print. | ||
| 538 | |a Mode of access: World Wide Web. | ||
| 538 | |a System requirements: Adobe Acrobat reader. | ||
| 588 | |a Title from PDF title page (viewed on March 13, 2015). | ||
| 630 | 0 | 0 | |a Facebook (Electronic resource) |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Corporate image. | |
| 653 | |a corporate brands | ||
| 653 | |a Facebook | ||
| 653 | |a social media | ||
| 700 | 1 | |a Zanette, Maria Carolina., |e author. | |
| 700 | 1 | |a Caires Abdalla, Carla., |e author. | |
| 700 | 1 | |a Ferreira, Mateus., |e author. | |
| 700 | 1 | |a Limongi, Ricardo., |e author. | |
| 700 | 1 | |a Rosenthal, Benjamin., |e author. | |
| 776 | 0 | 8 | |i Print version: |z 9781606499429 |
| 830 | 0 | |a Digital and social media marketing and advertising collection. |x 2333-8830 | |
| 856 | 4 | 0 | |u http://site.ebrary.com/lib/daystar/Doc?id=11030572 |z An electronic book accessible through the World Wide Web; click to view |
| 999 | |c 198169 |d 198169 | ||