Book description
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.
Table of contents
- Cover
- Half-Title
- Title
- Copyright
- Abstract
- Content
- Acknowledgments
- Chapter 1: The Online Brand Community
- Chapter 2: Brand Characteristics
- Chapter 3: Relational Characteristics in Social Media
- Chapter 4: Community Characteristics
- Chapter 5: Virtually There
- Chapter 6: The Nature of Fandom and Shared Power in the Social Environment
- Chapter 7: Past, Present, and Future of Digital Brand Communities
- Notes
- Bibliography
- Index
- Adpage
- BackCover
Product information
- Title: Fostering Brand Community Through Social Media
- Author(s):
- Release date: February 2016
- Publisher(s): Business Expert Press
- ISBN: 9781606499412
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