Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
By: Humphrey, William F [author.].
Contributor(s): Laverie, Debra A [author.] | Rinaldo, Shannon B [author.].
Material type:
BookSeries: Digital and social media marketing and advertising collection: Publisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016Edition: First edition.Description: 1 online resource (88 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9781606499412.Subject(s): Branding (Marketing) | Social media | Online social networks in business | Branding | brand community | customer service | Facebook | Foursquare | Instagram | Pinterest | Snapchat | social media | TwitterGenre/Form: Electronic books.DDC classification: 658.827 Online resources: Click to View | Item type | Current location | Collection | Call number | URL | Copy number | Status | Date due | Item holds |
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E-book
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IUKL Library | Subscripti | https://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=4406927 | 1 | Available |
Includes bibliographical references (pages 75-85) and index.
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.
Access restricted to authorized users and institutions.
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.
Title from PDF title page (viewed on March 8, 2016).
Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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