Fostering brand community through social media / / 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 br...
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Superior document: | Digital and social media marketing and advertising collection, |
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VerfasserIn: | |
TeilnehmendeR: | |
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.
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Online Access: | |
Physical Description: | 1 online resource (88 pages) :; illustrations. |
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008 | 160308s2016 nyua foab 001 0 eng d | ||
020 | |z 9781606499405 |q paperback | ||
020 | |a 9781606499412 |q (electronic bk.) | ||
035 | |a (MiAaPQ)5004406927 | ||
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035 | |a (OCoLC)945610069 | ||
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050 | 4 | |a HF5415.1255 |b .H854 2016 | |
082 | 0 | |a 658.827 |2 23 | |
100 | 1 | |a Humphrey, William F., |e author. | |
245 | 1 | 0 | |a Fostering brand community through social media / |c William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo. |
250 | |a First edition. | ||
264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) : |b Business Expert Press, |c 2016. | |
300 | |a 1 online resource (88 pages) : |b illustrations. | ||
336 | |a text |2 rdacontent | ||
337 | |a computer |2 rdamedia | ||
338 | |a online resource |2 rdacarrier | ||
490 | 1 | |a Digital and social media marketing and advertising collection, |x 2333-8830 | |
504 | |a Includes bibliographical references (pages 75-85) and index. | ||
505 | 0 | |a 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. | |
506 | 1 | |a Access restricted to authorized users and institutions. | |
520 | 3 | |a 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. | |
588 | |a Title from PDF title page (viewed on March 8, 2016). | ||
590 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
650 | 0 | |a Branding (Marketing) | |
650 | 0 | |a Social media. | |
650 | 0 | |a Online social networks in business. | |
653 | |a Branding | ||
653 | |a brand community | ||
653 | |a customer service | ||
653 | |a Facebook | ||
653 | |a Foursquare | ||
653 | |a Instagram | ||
653 | |a Pinterest | ||
653 | |a Snapchat | ||
653 | |a social media | ||
653 | |a Twitter | ||
655 | 4 | |a Electronic books. | |
700 | 1 | |a Laverie, Debra A., |e author. | |
700 | 1 | |a Rinaldo, Shannon B., |e author. | |
776 | 0 | 8 | |i Print version: |z 9781606499405 |
797 | 2 | |a ProQuest (Firm) | |
830 | 0 | |a Digital and social media marketing and advertising collection. |x 2333-8830 | |
856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=4406927 |z Click to View |