TY  - BOOK
AU  - Humphrey,William F.
AU  - Laverie,Debra A.
AU  - Rinaldo,Shannon B.
TI  - Fostering brand community through social media
T2  - Digital and social media marketing and advertising collection,
SN  - 9781606499412
AV  - HF5415.1255 .H854 2016
U1  - 658.827 23
PY  - 2016///
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Branding (Marketing)
KW  - Social media
KW  - Online social networks in business
KW  - Branding
KW  - brand community
KW  - customer service
KW  - Facebook
KW  - Foursquare
KW  - Instagram
KW  - Pinterest
KW  - Snapchat
KW  - social media
KW  - Twitter
N1  - 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; Also available in print
N2  - 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
UR  - http://site.ebrary.com/lib/daystar/Doc?id=11156337
ER  -