Corporate branding in Facebook fan pages : ideas for improving your brand value / Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal.
Zamith Brito, Eliane Pereira., author.; Zanette, Maria Carolina., author.; Caires Abdalla, Carla., author.; Ferreira, Mateus., author.; Limongi, Ricardo., author.; Rosenthal, Benjamin., author.
2015
HM743.F33 Z253 2015
Available Online

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Title Corporate branding in Facebook fan pages : ideas for improving your brand value / Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal.
Author Zamith Brito, Eliane Pereira., author.
Edition First edition.
ISBN 9781606499436 (electronic book)
9781606499429 paperback
Published New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Language English
Description 1 online resource (xiii, 130 pages) : illustrations.
Call Number HM743.F33 Z253 2015
Dewey Decimal Classification 006.754
Summary Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks.
Bibliography, etc. Note Includes bibliographical references (pages 117-125) and index.
Access Note Access limited to authorized users.
Source of Description Title from PDF title page (viewed on March 13, 2015).
Added Author Zanette, Maria Carolina., author.
Caires Abdalla, Carla., author.
Ferreira, Mateus., author.
Limongi, Ricardo., author.
Rosenthal, Benjamin., author.
Series Digital and social media marketing and advertising collection. 2333-8830
Available in Other Form Print version: 9781606499429
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Record Appears in Online Resources > Ebooks
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1. The role of social media in emerging markets
2. Small- and medium-sized enterprises in emerging countries and the use of social media
3. Creating online corporate brands on Facebook fan pages
4. Facebook fan pages, engagement, trust, and word of mouth
5. Creating experiences on Facebook
6. Measuring the performance of brand communities on Facebook
Notes
References
Index.

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