03961nam 2200745 450 991046371160332120200520144314.01-60649-943-2(CKB)2670000000601037(EBL)1986812(SSID)ssj0001503654(PQKBManifestationID)11859356(PQKBTitleCode)TC0001503654(PQKBWorkID)11480074(PQKB)10549440(OCoLC)904942972(CaBNVSL)swl00404760(MiAaPQ)EBC1986812(Au-PeEL)EBL1986812(CaPaEBR)ebr11030572(CaONFJC)MIL750564(OCoLC)905985835(EXLCZ)99267000000060103720150313d2015 fy 0engur|n|---|||||txtccrCorporate branding in Facebook fan pages ideas for improving your brand value /Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin RosenthalFirst edition.New York, New York (222 East 46th Street, New York, NY 10017) :Business Expert Press,2015.1 online resource (150 p.)Digital and social media marketing and advertising collection,2333-8830Description based upon print version of record.1-60649-942-4 1-336-19278-X Includes bibliographical references (pages 117-125) and index.1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index.Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks.Digital and social media marketing and advertising collection.2333-8830Internet marketingBranding (Marketing)Corporate imageElectronic books.corporate brandsFacebooksocial mediaInternet marketing.Branding (Marketing)Corporate image.006.754Zamith Brito Eliane Pereira.854954Zanette Maria Carolina.Caires Abdalla Carla.Ferreira Mateus.Limongi Ricardo.Rosenthal Benjamin.MiAaPQMiAaPQMiAaPQBOOK9910463711603321Corporate branding in Facebook fan pages1909082UNINA