02986nam 2200565 450 991081117360332120230125195026.01-60649-941-6(CKB)3710000000603734(OCoLC)939865315(CaONFJC)MIL897525(CaSebORM)9781606499412(MiAaPQ)EBC4406927(EXLCZ)99371000000060373420220110d2016 fy 0engrdacarrierFostering brand community through social media /William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. RinaldoFirst edition.New York, New York (222 East 46th Street, New York, NY 10017) :Business Expert Press,2016.[ix], 88 páginas ilustraciones ;23 cm1-60649-940-8 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.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.Digital and social media marketing and advertising collection.2333-8830Branding (Marketing)Social mediaOnline social networks in businessBrandingbrand communitycustomer serviceFacebookFoursquareInstagramPinterestSnapchatsocial mediaTwitterBranding (Marketing)Social media.Online social networks in business.658.827Humphrey William F.1663350Laverie Debra A.Rinaldo Shannon B.BOOK9910811173603321Fostering brand community through social media4020605UNINA