Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
Humphrey, William F., author.; Laverie, Debra A., author.; Rinaldo, Shannon B., author.
2016
HF5415.1255 .H854 2016
Available Online

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Title Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
Author Humphrey, William F., author.
Edition First edition.
ISBN 9781606499405 paperback
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).
Added Author Laverie, Debra A., author.
Rinaldo, Shannon B., author.
Series Digital and social media marketing and advertising collection. 2333-8830
Available in Other Form Print version: 9781606499405
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Record Appears in Online Resources > Ebooks
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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.

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