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Advances in Digital Marketing and eCommerce : Fifth International Conference, 2024 / / edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann
| Advances in Digital Marketing and eCommerce : Fifth International Conference, 2024 / / edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann |
| Autore | Martínez-López Francisco J |
| Edizione | [1st ed. 2024.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 |
| Descrizione fisica | 1 online resource (327 pages) |
| Disciplina |
658.872
659.144 |
| Altri autori (Persone) |
MartinezLuis F
BrüggemannPhilipp |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Telemarketing
Internet marketing Business information services Electronic commerce Digital Marketing IT in Business e-Commerce and e-Business |
| ISBN |
9783031621352
9783031621345 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM -- The impact of 3D digital content on consumer satisfaction with brand experiences -- Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites. |
| Record Nr. | UNINA-9910866572103321 |
Martínez-López Francisco J
|
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Online Brand Communities : Using the Social Web for Branding and Marketing / / by Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo
| Online Brand Communities : Using the Social Web for Branding and Marketing / / by Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo |
| Autore | Martínez-López Francisco J |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2016 |
| Descrizione fisica | 1 online resource (VIII, 253 p. 5 illus. in color.) |
| Disciplina | 659.144 |
| Collana | Progress in IS |
| Soggetto topico |
Marketing
E-commerce Information technology Business—Data processing e-Commerce/e-business IT in Business |
| ISBN | 3-319-24826-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Evolution of the Web -- Foundations and Structure of the Social Web -- Utitlity of the Social Web for Business -- Evolution of the Marketing Mind-set and the Value-creation Process -- Brand and Social Web -- Conceptual Approach to Community, Virtual Community and Online Brand Community -- Types of Virtual Communities and Virtual Brand Communities -- Consumers' Motivations to Participate in Virtual Brand Communities -- Factors Influencing Members' Engagement with Virtual Brand Communities -- Value Creation in Virtual Brand Communities -- Creating and Developing Virtual Brand Communities: Some Practical Guidelines. . |
| Record Nr. | UNINA-9910254932603321 |
|
Martínez-López Francisco J
|
||
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||