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001445340 001__ 1445340
001445340 003__ OCoLC
001445340 005__ 20230310003825.0
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001445340 008__ 220324s2022\\\\sz\a\\\\o\\\\\001\0\eng\d
001445340 019__ $$a1305439672$$a1305914834$$a1306022103$$a1306057189
001445340 020__ $$a9783030944445$$q(electronic bk.)
001445340 020__ $$a3030944441$$q(electronic bk.)
001445340 020__ $$z9783030944438
001445340 020__ $$z3030944433
001445340 0247_ $$a10.1007/978-3-030-94444-5$$2doi
001445340 035__ $$aSP(OCoLC)1305167414
001445340 040__ $$aYDX$$beng$$erda$$epn$$cYDX$$dGW5XE$$dOCLCO$$dEBLCP$$dN$T$$dUKMGB$$dUKAHL$$dOCLCQ
001445340 049__ $$aISEA
001445340 050_4 $$aHF5415.1255$$b.O98 2022
001445340 08204 $$a658.8/27$$223
001445340 1001_ $$aOzuem, Wilson,$$d1974-$$eauthor.
001445340 24510 $$aDigital marketing strategies for value co-creation :$$bmodels and approaches for online brand communities /$$cWilson Ozuem, Michelle Willis.
001445340 264_1 $$aCham :$$bPalgrave Macmillan,$$c[2022]
001445340 264_4 $$c©2022
001445340 300__ $$a1 online resource :$$billustrations
001445340 336__ $$atext$$btxt$$2rdacontent
001445340 337__ $$acomputer$$bc$$2rdamedia
001445340 338__ $$aonline resource$$bcr$$2rdacarrier
001445340 500__ $$aIncludes index.
001445340 5050_ $$aChapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty in online brand communities -- Chapter 7: Brand relationship and engagement -- Chapter 8: Managing service failure and recovery and online brand communities -- Chapter 9: Value co-creation sphere -- Chapter 10: Influencer marketing.
001445340 506__ $$aAccess limited to authorized users.
001445340 520__ $$aOnline brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners. Wilson Ozuems area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy. Michelle Williss expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the American Marketing Association and the European Marketing Academy.
001445340 588__ $$aDescription based on print version record.
001445340 650_0 $$aBranding (Marketing)
001445340 650_0 $$aInternet marketing.
001445340 650_0 $$aBrand name products.
001445340 650_6 $$aStratégie de marque.
001445340 650_6 $$aMarketing sur Internet.
001445340 650_6 $$aProduits de marque.
001445340 655_0 $$aElectronic books.
001445340 7001_ $$aWillis, Michelle,$$eauthor.
001445340 77608 $$iPrint version:$$aOZUEM, WILSON.$$tDIGITAL MARKETING STRATEGIES FOR VALUE CO-CREATION.$$d[S.l.] : PALGRAVE MACMILLAN, 2022$$z3030944433$$w(OCoLC)1288320486
001445340 852__ $$bebk
001445340 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-94444-5$$zOnline Access$$91397441.1
001445340 909CO $$ooai:library.usi.edu:1445340$$pGLOBAL_SET
001445340 980__ $$aBIB
001445340 980__ $$aEBOOK
001445340 982__ $$aEbook
001445340 983__ $$aOnline
001445340 994__ $$a92$$bISE