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 br...

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.