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.

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.

Table of Contents

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.