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Fostering Brand Community Through Social Media

By: William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo

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Fostering Brand Community Through Social Media

By: William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo

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.

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Page Count

90

Publisher

Business Expert Press

Published Date

ISBN 10

1606499416

ISBN 13

9781606499412

Fostering Brand Community Through Social Media

By: William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo

Write a review Read reviews Take a Quiz Solve Book Puzzle

Fostering Brand Community Through Social Media

By: William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo

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.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Solve jigsaw puzzle

Age

Page Count

90

Publisher

Business Expert Press

Published Date

ISBN 10

1606499416

ISBN 13

9781606499412