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Fostering Brand Community Through Social Media - Humphrey Jr. William F.

Name: Fostering Brand Community Through Social Media - Humphrey Jr. William F.
Brand: Business Expert Press
Availability: InStock

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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.

EAN: 9781606499405

Producent

Business Expert Press

Kod produktu

515FFQ03527KS

Autorzy

Humphrey Jr. William F.

Rok wydania

2016

Elementy

102

Oprawa

Miekka