LEADER 02956nam 2200553 450 001 9910465864703321 005 20220110213222.0 010 $a9781606499405 (paperback) 035 $a(CKB)3710000000603734 035 $a(OCoLC)939865315 035 $a(CaONFJC)MIL897525 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 608 $aElectronic books. 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.$0927876 702 $aLaverie$b Debra A. 702 $aRinaldo$b Shannon B. 906 $aBOOK 912 $a9910465864703321 996 $aFostering brand community through social media$92084647 997 $aUNINA LEADER 01069nam0 22002651i 450 001 UON00298708 005 20231205103954.138 100 $a20070710d1950 |0itac50 ba 101 $aeng 102 $aGB 105 $a|||| 1|||| 200 1 $aˆA ‰ literary history of England$fedited by Albert C. Baugh 210 $aLondon$cRoutledge & Kegan Paul$d1975 215 $aXI, 1673 p.$d25 cm. 606 $aLETTERATURA INGLESE$xSec. 19.-20.$xStudi$3UONC065593$2FI 620 $aGB$dLondon$3UONL003044 676 $a820.09$cLetteratura inglese e in antico inglese. Storia, descrizione, studi critici$v21 700 1$aBAUGH$bAlbert C.$3UONV108264$0440124 712 $aRoutledge & K. Paul$3UONV246770$4650 801 $aIT$bSOL$c20240220$gRICA 899 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$2UONSI 912 $aUON00298708 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C V D 053 $eSI MR 31950 6 053 996 $aLiterary history of England$91380381 997 $aUNIOR