Description

Book Synopsis

1. Introduction and Overview.- 2. Segmentation in Data-Driven Online Brand Communities.- 3. Participation and Customer Involvement.- 4. Online Brand Communities and Loyalty Intentions.- 5. Consumer Engagement.- 6. Social Identity and OBCs.- 7. Brand and Customer Loyalty in OBCs.- 8. Brand Relationship and Engagement.- 9. Managing Service Failure and Recovery and OBCs.- 10. Value Co-Creation Sphere.- 11. Influencer Marketing.- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.

Digital Marketing Strategies for Value CoCreation 2e

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    A Hardback by Wilson Ozuem

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      Publisher: Palgrave Macmillan
      Publication Date: Publication Date: 31/05/2025
      ISBN13: 9783031846120, 978-3031846120
      ISBN10:

      Description

      Book Synopsis

      1. Introduction and Overview.- 2. Segmentation in Data-Driven Online Brand Communities.- 3. Participation and Customer Involvement.- 4. Online Brand Communities and Loyalty Intentions.- 5. Consumer Engagement.- 6. Social Identity and OBCs.- 7. Brand and Customer Loyalty in OBCs.- 8. Brand Relationship and Engagement.- 9. Managing Service Failure and Recovery and OBCs.- 10. Value Co-Creation Sphere.- 11. Influencer Marketing.- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.

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