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0 (hodnocen0 x )

EB

ONLINE

First edition

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016

1 online resource (88 pages) : illustrations

ISBN 9781606499412 (electronic bk.)

ISBN 9781606499405 paperback

Digital and social media marketing and advertising collection, ISSN 2333-8830

Print version: ISBN 9781606499405

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.

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..

* Branding * Facebook * Foursquare * Instagram * Pinterest * Snapchat * Twitter * brand community * customer service * social media * Facebook * Instagram * Twitter * sociální média

001846709

full

(Au-PeEL)EBL4406927

(CaONFJC)MIL897525

(CaPaEBR)ebr11156337

(MiAaPQ)EBC4406927

(OCoLC)945610069