Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
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| Autore: |
Humphrey William F.
|
| Titolo: |
Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
|
| Pubblicazione: | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Edizione: | First edition. |
| Descrizione fisica: | [ix], 88 páginas : ilustraciones ; ; 23 cm |
| Disciplina: | 658.827 |
| Soggetto topico: | Branding (Marketing) |
| Social media | |
| Online social networks in business | |
| Soggetto non controllato: | Branding |
| brand community | |
| customer service | |
| Foursquare | |
| Snapchat | |
| social media | |
| Persona (resp. second.): | LaverieDebra A. |
| RinaldoShannon B. | |
| Nota di bibliografia: | Includes bibliographical references (pages 75-85) and index. |
| Nota di contenuto: | 1. 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. |
| Sommario/riassunto: | This 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. |
| Titolo autorizzato: | Fostering brand community through social media |
| ISBN: | 1-60649-941-6 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910798172203321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Digital and social media marketing and advertising collection. . 2333-8830