Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo

• Record Nr.: UNINA9910465864703321
• Autore: Humphrey William F.
• Pubbl/distr/stampa: New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016
• ISBN: 9781606499405 (paperback)
• Edizione: [First edition.]
• Descrizione fisica: [ix], 88 páginas : ilustraciones ; ; 23 cm
• Disciplina: 658.827
• Soggetti: Branding (Marketing); Social media; Online social networks in business; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Nota di bibliografia: Includes bibliographical references (pages 75-85) and index.
• Nota di contenuto: 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.
• Sommario/riassunto: 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.