Fostering brand community through social media /
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 br...
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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,
2016.
|
| 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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|---|---|---|---|
| 001 | ebr11156337 | ||
| 003 | CaPaEBR | ||
| 005 | 20180830115416.0 | ||
| 006 | m eo d | ||
| 007 | cr cn |||m|||a | ||
| 008 | 160308s2016 nyua foab 001 0 eng d | ||
| 020 | |a 9781606499412 |q e-book | ||
| 020 | |z 9781606499405 |q paperback | ||
| 035 | |a (OCoLC)939865315 | ||
| 035 | |a (CaBNVSL)swl00406231 | ||
| 040 | |a CaBNVSL |b eng |e rda |c CaBNVSL |d CaBNVSL | ||
| 050 | 4 | |a HF5415.1255 |b .H854 2016 | |
| 082 | 0 | 4 | |a 658.827 |2 23 |
| 100 | 1 | |a Humphrey, William F., |e author. | |
| 245 | 1 | 0 | |a Fostering brand community through social media / |c William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) : |b Business Expert Press, |c 2016. | |
| 300 | |a 1 online resource (88 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 75-85) and index. | ||
| 505 | 0 | |a 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. | |
| 506 | 1 | |a Access restricted to authorized users and institutions. | |
| 520 | 3 | |a 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. | |
| 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 8, 2016). | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Social media. | |
| 650 | 0 | |a Online social networks in business. | |
| 653 | |a Branding | ||
| 653 | |a brand community | ||
| 653 | |a customer service | ||
| 653 | |a Facebook | ||
| 653 | |a Foursquare | ||
| 653 | |a Instagram | ||
| 653 | |a Pinterest | ||
| 653 | |a Snapchat | ||
| 653 | |a social media | ||
| 653 | |a Twitter | ||
| 700 | 1 | |a Laverie, Debra A., |e author. | |
| 700 | 1 | |a Rinaldo, Shannon B., |e author. | |
| 776 | 0 | 8 | |i Print version: |z 9781606499405 |
| 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=11156337 |z An electronic book accessible through the World Wide Web; click to view |
| 999 | |c 198369 |d 198369 | ||