Fostering brand community through social media. [elektronicky zdroj]
| Autor: | Humphrey, William F., author |
|---|---|
| Další autoři: |
Laverie, Debra A., author
Rinaldo, Shannon B., author
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| Jazyk: | angličtina |
| Informace o vydání: | New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016. |
| Předmět: | |
| Vydání: | First edition. |
| Druh dokumentu: | Abstracts; Bibliographies; Online; Non-fiction; Electronic document |
| ISSN: | 2333-8830 2333-8830 |
| Abstrakt: | Abstract: 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. |
| Databáze: | Vybrané kolekce e-knih |
| Externí odkaz: |
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