TY  - GEN
N2  - 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.
AB  - 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.
T1  - Fostering brand community through social media /
AU  - Humphrey, William F.,
AU  - Laverie, Debra A.,
AU  - Rinaldo, Shannon B.,
ET  - First edition.
CN  - HF5415.1255
ID  - 841976
KW  - Branding (Marketing)
KW  - Social media.
KW  - Online social networks in business.
KW  - Branding
KW  - brand community
KW  - customer service
KW  - Facebook
KW  - Foursquare
KW  - Instagram
KW  - Pinterest
KW  - Snapchat
KW  - social media
KW  - Twitter
SN  - 9781606499412
TI  - Fostering brand community through social media /
LK  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4406927
UR  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4406927
ER  -