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.
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 i...
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Superior document: | Digital and social media marketing and advertising collection, |
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Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2015. |
Year of Publication: | 2015 |
Edition: | First edition. |
Language: | English |
Series: | Digital and social media marketing and advertising collection.
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Physical Description: | 1 online resource (xiii, 130 pages) :; illustrations. |
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(MiAaPQ)5001986812 (Au-PeEL)EBL1986812 (CaPaEBR)ebr11030572 (CaONFJC)MIL750564 (OCoLC)905985835 |
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Zamith Brito, Eliane Pereira., author. 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. First edition. New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015. 1 online resource (xiii, 130 pages) : illustrations. text rdacontent computer rdamedia online resource rdacarrier Digital and social media marketing and advertising collection, 2333-8830 Includes bibliographical references (pages 117-125) and index. 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. Access restricted to authorized users and institutions. 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. Title from PDF title page (viewed on March 13, 2015). Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. Facebook (Electronic resource) Internet marketing. Branding (Marketing) Corporate image. corporate brands social media Electronic books. Zanette, Maria Carolina., author. Caires Abdalla, Carla., author. Ferreira, Mateus., author. Limongi, Ricardo., author. Rosenthal, Benjamin., author. Print version: 9781606499429 ProQuest (Firm) Digital and social media marketing and advertising collection. 2333-8830 https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1986812 Click to View |
language |
English |
format |
eBook |
author |
Zamith Brito, Eliane Pereira., Zanette, Maria Carolina., Caires Abdalla, Carla., Ferreira, Mateus., Limongi, Ricardo., Rosenthal, Benjamin., |
spellingShingle |
Zamith Brito, Eliane Pereira., Zanette, Maria Carolina., Caires Abdalla, Carla., Ferreira, Mateus., Limongi, Ricardo., Rosenthal, Benjamin., Corporate branding in Facebook fan pages : ideas for improving your brand value / Digital and social media marketing and advertising collection, 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. |
author_facet |
Zamith Brito, Eliane Pereira., Zanette, Maria Carolina., Caires Abdalla, Carla., Ferreira, Mateus., Limongi, Ricardo., Rosenthal, Benjamin., Zanette, Maria Carolina., Caires Abdalla, Carla., Ferreira, Mateus., Limongi, Ricardo., Rosenthal, Benjamin., |
author_variant |
b e p z bep bepz m c z mc mcz a c c ac acc m f mf r l rl b r br |
author_role |
VerfasserIn VerfasserIn VerfasserIn VerfasserIn VerfasserIn VerfasserIn |
author2 |
Zanette, Maria Carolina., Caires Abdalla, Carla., Ferreira, Mateus., Limongi, Ricardo., Rosenthal, Benjamin., |
author2_role |
TeilnehmendeR TeilnehmendeR TeilnehmendeR TeilnehmendeR TeilnehmendeR |
author_sort |
Zamith Brito, Eliane Pereira., |
title |
Corporate branding in Facebook fan pages : ideas for improving your brand value / |
title_sub |
ideas for improving your brand value / |
title_full |
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. |
title_fullStr |
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. |
title_full_unstemmed |
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. |
title_auth |
Corporate branding in Facebook fan pages : ideas for improving your brand value / |
title_new |
Corporate branding in Facebook fan pages : |
title_sort |
corporate branding in facebook fan pages : ideas for improving your brand value / |
series |
Digital and social media marketing and advertising collection, |
series2 |
Digital and social media marketing and advertising collection, |
publisher |
Business Expert Press, |
publishDate |
2015 |
physical |
1 online resource (xiii, 130 pages) : illustrations. |
edition |
First edition. |
contents |
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. |
isbn |
9781606499436 9781606499429 |
issn |
2333-8830 |
callnumber-first |
H - Social Science |
callnumber-subject |
HM - Sociology |
callnumber-label |
HM743 |
callnumber-sort |
HM 3743 F33 Z253 42015 |
genre |
Electronic books. |
genre_facet |
Electronic books. |
url |
https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1986812 |
illustrated |
Illustrated |
dewey-hundreds |
000 - Computer science, information & general works |
dewey-tens |
000 - Computer science, knowledge & systems |
dewey-ones |
006 - Special computer methods |
dewey-full |
006.754 |
dewey-sort |
16.754 |
dewey-raw |
006.754 |
dewey-search |
006.754 |
oclc_num |
905985835 |
work_keys_str_mv |
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status_str |
n |
ids_txt_mv |
(MiAaPQ)5001986812 (Au-PeEL)EBL1986812 (CaPaEBR)ebr11030572 (CaONFJC)MIL750564 (OCoLC)905985835 |
hierarchy_parent_title |
Digital and social media marketing and advertising collection, |
is_hierarchy_title |
Corporate branding in Facebook fan pages : ideas for improving your brand value / |
container_title |
Digital and social media marketing and advertising collection, |
author2_original_writing_str_mv |
noLinkedField noLinkedField noLinkedField noLinkedField noLinkedField |
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