Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.

Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.

First edition.

9781606499405 paperback
9781606499412 (electronic bk.)

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.

English

1 online resource (88 pages) : illustrations.

HF5415.1255 .H854 2016

658.827

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.

Includes bibliographical references (pages 75-85) and index.

Access limited to authorized users.

Title from PDF title page (viewed on March 8, 2016).

Digital and social media marketing and advertising collection. 2333-8830

Print version: 9781606499405

Online Resources > Ebooks
All Resources