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Fostering Brand Community Through Social Media

Autor Jr. William F. Humphrey, Laverie, Debra A., Shannon B. Rinaldo
en Limba Engleză Paperback – 27 feb 2016
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.
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Specificații

ISBN-13: 9781606499405
ISBN-10: 1606499408
Pagini: 90
Dimensiuni: 152 x 229 x 5 mm
Greutate: 0.15 kg
Editura: Business Expert Press

Notă biografică

William F. Humphrey, Jr. is the assistant professor of marketing at the Ithaca College School of Business. He completed his PhD at Texas Tech University in 2015.