Description

Book Synopsis
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. Further, 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.

Fostering Brand Community Through Social Media

    Product form

    A Paperback by Jr. William F. Humphrey, Debra A. Laverie, Shannon B. Rinaldo

    £999.99

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      Book details

      Publisher Business Expert Press
      Published 28 February 2016
      ISBN-13 9781606499405
      978-1606499405
      Also in:
      Advertising Sales and marketing

      Description

      Book Synopsis
      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. Further, 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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