Fostering brand community through social media /

Gorde:
Xehetasun bibliografikoak
Egile Nagusiak: Humphrey, William F. (Egilea), Laverie, Debra A. (Egilea), Rinaldo, Shannon B. (Egilea)
Formatua: Baliabide elektronikoa eBook
Hizkuntza:ingelesa
Argitaratua: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edizioa:First edition.
Saila:Digital and social media marketing and advertising collection.
Gaiak:
Sarrera elektronikoa:An electronic book accessible through the World Wide Web; click to view
Etiketak: Etiketa erantsi
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Deskribapena
Laburpena: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.
Deskribapen fisikoa:1 online resource (88 pages) : illustrations.
Also available in print.
Formatua: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
Sartu:Access restricted to authorized users and institutions.