Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Fostering Brand Community Through Social Media

Fostering Brand Community Through Social Media

Laverie, Debra a.
Rinaldo, Shannon B.
Humphrey, William F., Jr.

Paperback

AccountingMarketing

Publisher Price: $21.99

ISBN10: 1606499408
ISBN13: 9781606499405
Publisher: Business Expert Press
Published: Feb 15 2016
Pages: 90
Weight: 0.32
Height: 0.21 Width: 6.00 Depth: 9.00
Language: 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.

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