Online Brand Communities

Name: Online Brand Communities
Brand: Springer International Publishing AG
SKU: 9783319248240
Price: 538.56 RON
Availability: InStock

Using the Social Web for Branding and Marketing

Autor: Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

Limbă:

Legare: Copertă tare

Editura: Springer International Publishing AG

Disponibilitate: În depozitul extern

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538.56 lei

This book presents and analyzes the concept of online brand communities, an emerging and exciting to...

Informații despre carte

Autor

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2015

Pagini

253

EAN

9783319248240

ISBN

3319248243

Enbook ID

09523666

Editura

Springer International Publishing AG

Greutate

550

Dimensiuni

246 x 165 x 21

Descriere completă

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.

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Online Brand Communities

Using the Social Web for Branding and Marketing

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Descriere completă

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