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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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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