Fostering brand community through social media /
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| Autori principali: | , , |
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| Natura: | Elettronico eBook |
| Lingua: | inglese |
| Pubblicazione: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2016.
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| Edizione: | First edition. |
| Serie: | Digital and social media marketing and advertising collection.
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| Soggetti: | |
| Accesso online: | An electronic book accessible through the World Wide Web; click to view |
| Tags: |
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| Abstract: | 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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| Descrizione fisica: | 1 online resource (88 pages) : illustrations. Also available in print. |
| Natura: | Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. |
| Bibliografia: | Includes bibliographical references (pages 75-85) and index. |
| ISBN: | 9781606499412 |
| ISSN: | 2333-8830 |
| Accesso: | Access restricted to authorized users and institutions. |