LEADER 02986nam  2200565   450 
001 9910798172203321
005 20230125195026.0
010   $a1-60649-941-6
035   $a(CKB)3710000000603734
035   $a(OCoLC)939865315
035   $a(CaONFJC)MIL897525
035   $a(CaSebORM)9781606499412
035   $a(MiAaPQ)EBC4406927
035   $a(EXLCZ)993710000000603734
100   $a20220110d2016      fy             0
101 0 $aeng
183   $2rdacarrier
200 10$aFostering brand community through social media /$fWilliam F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
205   $aFirst edition.
210  1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2016.
215   $a[ix], 88 páginas $cilustraciones ;$d23 cm
311   $a1-60649-940-8 
320   $aIncludes bibliographical references (pages 75-85) and index.
327   $a1. 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.
330 3 $aThis book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
410  0$aDigital and social media marketing and advertising collection.$x2333-8830
606   $aBranding (Marketing)
606   $aSocial media
606   $aOnline social networks in business
610   $aBranding
610   $abrand community
610   $acustomer service
610   $aFacebook
610   $aFoursquare
610   $aInstagram
610   $aPinterest
610   $aSnapchat
610   $asocial media
610   $aTwitter
615  0$aBranding (Marketing)
615  0$aSocial media.
615  0$aOnline social networks in business.
676   $a658.827
700   $aHumphrey$b William F.$01576842
702   $aLaverie$b Debra A.
702   $aRinaldo$b Shannon B.
906   $aBOOK
912   $a9910798172203321
996   $aFostering brand community through social media$93854952
997   $aUNINA