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Fostering brand community through social media / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo.
Material type:
TextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016Edition: First editionDescription: 1 online resource (88 pages) : illustrationsContent type: - text
- computer
- online resource
- 9781606499412
- 658.827 23
- HF5415.1255 .H854 2016
Contents:
Abstract: 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.
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.
