Online Brand Communities Online Brand Communities
Progress in IS

Online Brand Communities

Using the Social Web for Branding and Marketing

    • $49.99
    • $49.99

Publisher Description

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.                                                                                             

GENRE
Business & Personal Finance
RELEASED
2015
December 11
LANGUAGE
EN
English
LENGTH
261
Pages
PUBLISHER
Springer International Publishing
SELLER
Springer Nature B.V.
SIZE
2.5
MB
Digital and Social Media Marketing Digital and Social Media Marketing
2019
Digital Entertainment Digital Entertainment
2021
Contemporary Issues in Branding Contemporary Issues in Branding
2019
Contemporary Issues in Social Media Marketing Contemporary Issues in Social Media Marketing
2017
The New Social Game The New Social Game
2019
Driving Consumer Engagement in Social Media Driving Consumer Engagement in Social Media
2020
Social Media Monetization Social Media Monetization
2022
Advances in National Brand and Private Label Marketing Advances in National Brand and Private Label Marketing
2017
Advances in Digital Marketing and eCommerce Advances in Digital Marketing and eCommerce
2024
Advances in National Brand and Private Label Marketing Advances in National Brand and Private Label Marketing
2023
Advances in Digital Marketing and eCommerce Advances in Digital Marketing and eCommerce
2023
Advances in Digital Marketing and eCommerce Advances in Digital Marketing and eCommerce
2022
Reference Architecture for the Telecommunications Industry Reference Architecture for the Telecommunications Industry
2017
Gamification Gamification
2016
Digital Futures, Digital Transformation Digital Futures, Digital Transformation
2015
e-Science e-Science
2021
Business Intelligence Business Intelligence
2021
Enterprise Content Management in Information Systems Research Enterprise Content Management in Information Systems Research
2013