Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
2016
HF5415.1255 .H854 2016
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Details
Title
Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
Edition
First edition.
ISBN
9781606499405 paperback
9781606499412 (electronic bk.)
9781606499412 (electronic bk.)
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Language
English
Description
1 online resource (88 pages) : illustrations.
Call Number
HF5415.1255 .H854 2016
Dewey Decimal Classification
658.827
Summary
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.
Bibliography, etc. Note
Includes bibliographical references (pages 75-85) and index.
Access Note
Access limited to authorized users.
Source of Description
Title from PDF title page (viewed on March 8, 2016).
Series
Digital and social media marketing and advertising collection. 2333-8830
Available in Other Form
Print version: 9781606499405
Linked Resources
Online Access
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Online Resources > Ebooks
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All Resources
Table of Contents
1. The online brand community
2. Brand characteristics
3. Relational characteristics in social media
4. Community characteristics
5. Virtually there
6. The nature of fandom and shared power in the social environment
7. Past, present, and future of digital brand communities
Notes
Bibliography
Index.
2. Brand characteristics
3. Relational characteristics in social media
4. Community characteristics
5. Virtually there
6. The nature of fandom and shared power in the social environment
7. Past, present, and future of digital brand communities
Notes
Bibliography
Index.