Fostering Brand Community Through Social Media

Fostering Brand Community Through Social Media

EnglishPaperback / softback
Humphrey, Jr. William F.
Business Expert Press
EAN: 9781606499405
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Detailed information

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. Further, 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.
EAN 9781606499405
ISBN 1606499408
Binding Paperback / softback
Publisher Business Expert Press
Publication date February 28, 2016
Pages 90
Language English
Country United States
Readership General
Authors Humphrey, Jr. William F.; Laverie, Debra A.; Rinaldo, Shannon B.
Manufacturer information
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