Fostering brand community through social media /
William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
- First edition.
- 1 online resource (88 pages) : illustrations.
- Digital and social media marketing and advertising collection, 2333-8830 .
- Digital and social media marketing and advertising collection. .
Includes bibliographical references (pages 75-85) and index.
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.
Access restricted to authorized users and institutions.
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.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
9781606499412
Branding (Marketing) Social media. Online social networks in business.
Branding brand community customer service Facebook Foursquare Instagram Pinterest Snapchat social media Twitter