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, [(c)2016.]Edition: First editionDescription: 1 online resource (88 pages) : illustrationsContent type: - text
- computer
- online resource
- 9781606499412
- HF5415.1255
- COPYRIGHT NOT covered - Click this link to request copyright permission: https://lib.ciu.edu/copyright-request-form
| Item type | Current library | Collection | Call number | URL | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)
|
G. Allen Fleece Library ONLINE | HF5415.1255 (Browse shelf(Opens below)) | Link to resource | Available | BEP11156337 | |||
|
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)
|
G. Allen Fleece Library | Non-fiction | HF5415.1255 (Browse shelf(Opens below)) | Link to resource | Available | 11156337 |
Browsing G. Allen Fleece Library shelves, Collection: Non-fiction Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| HF5415.1255 Basics of branding : a practical guide for managers / | HF5415.1255 Branding & AI : leveraging technology to generate brand revenue / | HF5415.1255 Digital branding fever / | HF5415.1255 Fostering brand community through social media / | HF5415.1255 Multiply your business value through brand & AI / | HF5415.1255 Stand out!! : the secrets of branding for a new generation / | HF5415.1255 Super sonic logos : the power of audio branding / |
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.
COPYRIGHT NOT covered - Click this link to request copyright permission:
https://lib.ciu.edu/copyright-request-form
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
Title from PDF title page (viewed on March 8, 2016).
There are no comments on this title.