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

• Κύριοι συγγραφείς: Martínez-López, Francisco J. (Συγγραφέας), Anaya, Rafael (Συγγραφέας), Aguilar, Rocio (Συγγραφέας), Molinillo, Sebastián (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Σειρά: Progress in IS,
• Θέματα: 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...

Πίνακας περιεχομένων:

• Introduction
• Evolution of the Web
• Foundations and Structure of the Social Web
• Utitlity of the Social Web for Business
• Evolution of the Marketing Mind-set and the Value-creation Process
• Brand and Social Web
• Conceptual Approach to Community, Virtual Community and Online Brand Community
• Types of Virtual Communities and Virtual Brand Communities
• Consumers' Motivations to Participate in Virtual Brand Communities
• Factors Influencing Members' Engagement with Virtual Brand Communities
• Value Creation in Virtual Brand Communities
• Creating and Developing Virtual Brand Communities: Some Practical Guidelines. .