LEADER 04571nam 22005535 450 001 9911007354703321 005 20250530130741.0 010 $a3-031-84613-3 024 7 $a10.1007/978-3-031-84613-7 035 $a(CKB)39124550900041 035 $a(DE-He213)978-3-031-84613-7 035 $a(MiAaPQ)EBC32141262 035 $a(Au-PeEL)EBL32141262 035 $a(OCoLC)1523372283 035 $a(EXLCZ)9939124550900041 100 $a20250530d2025 u| 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDigital Marketing Strategies for Value Co-Creation 2e $eModels and Approaches for Online Brand Communities /$fby Wilson Ozuem, Michelle Willis 205 $a2nd ed. 2025. 210 1$aCham :$cSpringer Nature Switzerland :$cImprint: Palgrave Macmillan,$d2025. 215 $a1 online resource (XXI, 311 p. 13 illus.) 311 08$a3-031-84612-5 327 $a1. Introduction and Overview -- 2. Segmentation in Data-Driven Online Brand Communities -- 3. Participation and Customer Involvement -- 4. Online Brand Communities and Loyalty Intentions -- 5. Consumer Engagement -- 6. Social Identity and OBCs -- 7. Brand and Customer Loyalty in OBCs -- 8. Brand Relationship and Engagement -- 9. Managing Service Failure and Recovery and OBCs -- 10. Value Co-Creation Sphere -- 11. Influencer Marketing -- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges. 330 $aAmidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers? response to active engagement in such communities. Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners. Wilson Ozuem is a Professor of Digital Marketing and Innovation at the University for the Creative Arts, UK. His primary expertise lies in digital marketing and fashion marketing, with a specific research focus on understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is recognised as a leading international scholar in digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, Journal of Advertising Research, Internet Research, and many others. Michelle Willis, PhD, is a digital marketing lecturer at London Metropolitan University, UK. Her doctoral research focuses on customer loyalty and engagement within online brand communities. Her work examines emerging technologies, particularly the intersection of social networking sites and the development of marketing programmes, as well as online service failure and recovery strategies within the context of the millennial consumer generation. She has published numerous articles in journals such as Psychology & Marketing, Information Technology & People, and Internet Research. Her research has been presented at international conferences, including those organised by the American Marketing Association and the European Marketing Academy. 606 $aTelemarketing 606 $aInternet marketing 606 $aBranding (Marketing) 606 $aDigital Marketing 606 $aBranding 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aBranding (Marketing) 615 14$aDigital Marketing. 615 24$aBranding. 676 $a658.872 676 $a659.144 700 $aOzuem$b Wilson$4aut$4http://id.loc.gov/vocabulary/relators/aut$01263851 702 $aWillis$b M. V.$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911007354703321 996 $aDigital Marketing Strategies for Value Co-Creation 2e$94390452 997 $aUNINA LEADER 02998nam 2200685Ia 450 001 9910970608603321 005 20251117095323.0 010 $a1-136-59918-5 010 $a1-283-46205-2 010 $a9786613462053 010 $a1-136-59919-3 010 $a0-203-35747-7 024 7 $a10.4324/9780203357477 035 $a(CKB)2550000000096340 035 $a(EBL)958141 035 $a(OCoLC)798531971 035 $a(SSID)ssj0000652361 035 $a(PQKBManifestationID)11364009 035 $a(PQKBTitleCode)TC0000652361 035 $a(PQKBWorkID)10636954 035 $a(PQKB)11604408 035 $a(MiAaPQ)EBC958141 035 $a(Au-PeEL)EBL958141 035 $a(CaPaEBR)ebr10535170 035 $a(CaONFJC)MIL346205 035 $a(OCoLC)785783642 035 $a(OCoLC)644680068 035 $a(FINmELB)ELB139024 035 $a(EXLCZ)992550000000096340 100 $a20110923d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aRethinking the American anti-war movement /$fSimon Hall 210 $aNew York $cRoutledge$d2012 215 $a1 online resource (209 p.) 225 1 $aAmerican social and political movements of the twentieth century 300 $aDescription based upon print version of record. 311 08$a0-415-80084-6 311 08$a0-415-80083-8 320 $aIncludes bibliographical references and index. 327 $aCover; Rethinking the American Anti-War Movement; Copyright; Contents; Editors's Series Introduction; Acknowledgements; Abbreviations; 1. The Movement's Origins; 2. Key Events; 3. Key Figures; 4. Intersections and Relationships with Other Movements; 5. Strengths and Weaknesses; 6. The Movement's Legacy; Notes; Bibliography; Index 330 $aBetween 1965 and 1973, hundreds of thousands of ordinary Americans participated in one of the most remarkable and significant people's movements in American history. Through marches, rallies, draft resistance, teach-ins, civil disobedience, and non-violent demonstrations at both the national and local levels, Americans vehemently protested the country's involvement in the Vietnam War. Rethinking the American Anti-War Movement provides a short, accessible overview of this important social and political movement, highlighting key events and key figures, the movement's strength 410 0$aAmerican social and political movements of the twentieth century. 606 $aVietnam War, 1961-1975$xProtest movements 606 $aPeace movements$zUnited States$xHistory$y20th century 615 0$aVietnam War, 1961-1975$xProtest movements. 615 0$aPeace movements$xHistory 676 $a959.704/31 676 $a959.70431 700 $aHall$b Simon$f1976-$0952915 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910970608603321 996 $aRethinking the American anti-war movement$94495033 997 $aUNINA