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

• Superior document: Digital and social media marketing and advertising collection,
• VerfasserIn: Humphrey, William F.,; Laverie, Debra A.,; Rinaldo, Shannon B.,
• TeilnehmendeR: Laverie, Debra A.,; Rinaldo, Shannon B.,
• Place / Publishing House: New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2016.
• Year of Publication: 2016
• Edition: First edition.
• Language: English
• Series: Digital and social media marketing and advertising collection.
• Physical Description: 1 online resource (88 pages) :; illustrations.
• Bibliography: Includes bibliographical references (pages 75-85) and index.
• ISBN: 9781606499405; 9781606499412
• ISSN: 2333-8830
• Access: Access restricted to authorized users and institutions.
• Hierarchical level: Monograph
• Statement of Responsibility: William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.

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.