000			03562nam a2200481 i 4500
001			11030572
003			CaPaEBR
005			20240726104621.0
008			150313s2015 nyua foab 001 0 eng d
020			_a9781606499436 _q((electronic)l(electronic)ctronic)-book
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050	0	4	_aHM _b.C677 2015
100	1		_aZamith Brito, Eliane Pereira., _e1
245	1	0	_aCorporate branding in Facebook fan pages : _bideas for improving your brand value / _cEliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal.
250			_aFirst edition.
260			_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c(c)2015.
300			_a1 online resource (xiii, 130 pages) : _billustrations.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aDigital and social media marketing and advertising collection,
504			_a1 (pages 117-125) and index.
505	0	0	_a1. The role of social media in emerging markets -- _t2. Small- and medium-sized enterprises in emerging countries and the use of social media -- _t3. Creating online corporate brands on Facebook fan pages -- _t4. Facebook fan pages, engagement, trust, and word of mouth -- _t5. Creating experiences on Facebook -- _t6. Measuring the performance of brand communities on Facebook -- _tNotes -- _tReferences -- _tIndex.
520	3		_aShows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on March 13, 2015).
630	0	0	_aFacebook (Electronic resource)
650		0	_aInternet marketing.
650		0	_aBranding (Marketing)
650		0	_aCorporate image.
653			_acorporate brands
653			_aFacebook
653			_asocial media
700	1		_aZanette, Maria Carolina., _e1
700	1		_aCaires Abdalla, Carla., _e1
700	1		_aFerreira, Mateus., _e1
700	1		_aLimongi, Ricardo., _e1
700	1		_aRosenthal, Benjamin., _e1
856	4	1	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000364.html _zClick here to access this RESOURCE ONLINE | Login using your my.ciu username & password
942			_m2015 _c1 _hHM _eBEP _k _i2021-2022 _dCynthia Snell
999			_c72892 _d72892
902			_a1 _bCynthia Snell _c1 _dCynthia Snell