04174nam 22006735 450 991025493260332120200705174231.03-319-24826-X10.1007/978-3-319-24826-4(CKB)3780000000093500(DE-He213)978-3-319-24826-4(MiAaPQ)EBC6312590(MiAaPQ)EBC5576999(Au-PeEL)EBL5576999(OCoLC)945799516(PPN)224381512(EXLCZ)99378000000009350020151211d2016 u| 0engurnn#008mamaatxtrdacontentcrdamediacrrdacarrierOnline Brand Communities Using the Social Web for Branding and Marketing /by Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo1st ed. 2016.Cham :Springer International Publishing :Imprint: Springer,2016.1 online resource (VIII, 253 p. 5 illus. in color.)Progress in IS,2196-87053-319-24824-3 Includes bibliographical references.Introduction -- Evolution of the Web -- Foundations and Structure of the Social Web -- Utitlity of the Social Web for Business -- Evolution of the Marketing Mind-set and the Value-creation Process -- Brand and Social Web -- Conceptual Approach to Community, Virtual Community and Online Brand Community -- Types of Virtual Communities and Virtual Brand Communities -- Consumers' Motivations to Participate in Virtual Brand Communities -- Factors Influencing Members' Engagement with Virtual Brand Communities -- Value Creation in Virtual Brand Communities -- Creating and Developing Virtual Brand Communities: Some Practical Guidelines. .This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities. .Progress in IS,2196-8705MarketingElectronic commerceInformation technologyBusiness—Data processingMarketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000e-Commerce/e-businesshttps://scigraph.springernature.com/ontologies/product-market-codes/I26000IT in Businesshttps://scigraph.springernature.com/ontologies/product-market-codes/522000Marketing.Electronic commerce.Information technology.Business—Data processing.Marketing.e-Commerce/e-business.IT in Business.659.144Martínez-López Francisco Jauthttp://id.loc.gov/vocabulary/relators/aut846757Anaya Rafaelauthttp://id.loc.gov/vocabulary/relators/autAguilar Rocioauthttp://id.loc.gov/vocabulary/relators/autMolinillo Sebastiánauthttp://id.loc.gov/vocabulary/relators/autMiAaPQMiAaPQMiAaPQBOOK9910254932603321Online Brand Communities2105485UNINA