LEADER 04174nam 22006735 450 001 9910254932603321 005 20200705174231.0 010 $a3-319-24826-X 024 7 $a10.1007/978-3-319-24826-4 035 $a(CKB)3780000000093500 035 $a(DE-He213)978-3-319-24826-4 035 $a(MiAaPQ)EBC6312590 035 $a(MiAaPQ)EBC5576999 035 $a(Au-PeEL)EBL5576999 035 $a(OCoLC)945799516 035 $a(PPN)224381512 035 $a(EXLCZ)993780000000093500 100 $a20151211d2016 u| 0 101 0 $aeng 135 $aurnn#008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aOnline Brand Communities $eUsing the Social Web for Branding and Marketing /$fby Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo 205 $a1st ed. 2016. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2016. 215 $a1 online resource (VIII, 253 p. 5 illus. in color.) 225 1 $aProgress in IS,$x2196-8705 311 $a3-319-24824-3 320 $aIncludes bibliographical references. 327 $aIntroduction -- 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. . 330 $aThis book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities. . 410 0$aProgress in IS,$x2196-8705 606 $aMarketing 606 $aElectronic commerce 606 $aInformation technology 606 $aBusiness?Data processing 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $ae-Commerce/e-business$3https://scigraph.springernature.com/ontologies/product-market-codes/I26000 606 $aIT in Business$3https://scigraph.springernature.com/ontologies/product-market-codes/522000 615 0$aMarketing. 615 0$aElectronic commerce. 615 0$aInformation technology. 615 0$aBusiness?Data processing. 615 14$aMarketing. 615 24$ae-Commerce/e-business. 615 24$aIT in Business. 676 $a659.144 700 $aMartínez-López$b Francisco J$4aut$4http://id.loc.gov/vocabulary/relators/aut$0846757 702 $aAnaya$b Rafael$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aAguilar$b Rocio$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aMolinillo$b Sebastián$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910254932603321 996 $aOnline Brand Communities$92105485 997 $aUNINA