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101 0 $aeng
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181   $ctxt
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183   $acr
200 10$aCorporate branding in Facebook fan pages $eideas for improving your brand value /$fEliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal
205   $aFirst edition.
210  1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2015.
215   $a1 online resource (150 p.)
225 1 $aDigital and social media marketing and advertising collection,$x2333-8830
300   $aDescription based upon print version of record.
311   $a1-60649-942-4 
311   $a1-336-19278-X 
320   $aIncludes bibliographical references (pages 117-125) and index.
327   $a1. 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.
330 3 $aShows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks.
410  0$aDigital and social media marketing and advertising collection.$x2333-8830
606   $aInternet marketing
606   $aBranding (Marketing)
606   $aCorporate image
608   $aElectronic books.
610   $acorporate brands
610   $aFacebook
610   $asocial media
615  0$aInternet marketing.
615  0$aBranding (Marketing)
615  0$aCorporate image.
676   $a006.754
700   $aZamith Brito$b Eliane Pereira.$0854954
702   $aZanette$b Maria Carolina.
702   $aCaires Abdalla$b Carla.
702   $aFerreira$b Mateus.
702   $aLimongi$b Ricardo.
702   $aRosenthal$b Benjamin.
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910463711603321
996   $aCorporate branding in Facebook fan pages$91909082
997   $aUNINA