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Online Brand Communities : Using the Social Web for Branding and Marketing / by Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo.

Martínez-López, Francisco J., author.; Anaya-Sánchez, Rafael, author.; Aguilar-Illescas, Rocio, author.; Molinillo, Sebastián, author.
2016
HF5410-5417.5
Available Online
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Title
Online Brand Communities : Using the Social Web for Branding and Marketing / by Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo.
Author
Martínez-López, Francisco J., author.
Edition
1st ed. 2016.
ISBN
9783319248264
331924826X
3319248243
9783319248240
DOI
https://doi.org/10.1007/978-3-319-24826-4
Published
Cham : Springer International Publishing : Imprint : Springer, 2016.
Language
English
Description
1 online resource (viii, 253 pages) : illustrations.
Item Number
10.1007/978-3-319-24826-4 doi
Call Number
HF5410-5417.5
Dewey Decimal Classification
658.8
Summary
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
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Access limited to authorized users.
Digital File Characteristics
text file PDF
Added Author
Anaya-Sánchez, Rafael, author.
Aguilar-Illescas, Rocio, author.
Molinillo, Sebastián, author.
Series
Progress in IS, 2196-8705
Available in Other Form
Print version: 9783319248240
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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.

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