Fostering Brand Community Through Social Media (Paperback) (ISBN-13: 9781606499405)

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.

Author: William F. Jr. Humphrey, Debra a. Laverie, Shannon B. Rinaldo
ISBN-10: 1606499408
ISBN-13: 9781606499405
Publisher: Business Expert Press
Language: English
Published: 02/15/2016
Pages: 90
Format: Paperback
Weight: 0.32lbs
Size: 9.00h x 6.00w x 0.21d