Fostering Brand Community Through Social Media (häftad)
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Format
E-bok
Filformat
EPUB med LCP-kryptering (0.0 MB)
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Nedladdning
Kan laddas ned under 24 månader, dock max 6 gånger.
Språk
Engelska
Antal sidor
90
Utgivningsdatum
2016-02-15
Förlag
Business Expert Press
ISBN
9781606499412

Fostering Brand Community Through Social Media E-bok

av Jr William F Humphrey, Debra A Laverie, Shannon B Rinaldo
E-bok (LCP),  Engelska, 2016-02-15
173

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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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