Online Brand Communities Using the Social Web for Branding and Marketing /

• Main Authors: Martínez-López, Francisco J. (Author), Anaya, Rafael (Author), Aguilar, Rocio (Author), Molinillo, Sebastián (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: Progress in IS,
• Subjects: Business.; Marketing.; Information technology.; Business > Data processing.; E-commerce.; Business and Management.; e-Commerce/e-business.; IT in Business.

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing...