Fostering Brand Community Through Social Media

William F. Humphrey

Informasi Dasar

20.21.851
302.302 85
Buku - Elektronik (E-Book)

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.

Subjek

ONLINE SOCIAL NETWORKS
 

Katalog

Fostering Brand Community Through Social Media
978-1-60649-941-2
102p.: pdf file.; 4 MB
Inggris

Sirkulasi

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Pengarang

William F. Humphrey
Perorangan
 
 

Penerbit

Business Expert Press
New York
2016

Koleksi

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