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- Author: William F Humphrey
- Publisher: Business Expert Press
- ISBN-10: 1606499408
- ISBN-13: 9781606499405
- Format: 15.2 x 22.9 x 0.5 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
Fostering Brand Community Through Social Media (e-book) (used book) | bookbook.eu
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Description
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.
EXTRA 10 % discount with code: EXTRA
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- Author: William F Humphrey
- Publisher: Business Expert Press
- ISBN-10: 1606499408
- ISBN-13: 9781606499405
- Format: 15.2 x 22.9 x 0.5 cm, softcover
- Language: English English
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.
Reviews