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Fostering Brand Community Through Social Media

$21.99

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. Further, 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.

Categories: Digital Social Media Marketing and Advertising, Marketing SKU: 9781606499405 Tag: 2016 Digital Library
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  • Author and Book Preview
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Description

About the Author(s)

William F. Humphrey

William F. Humphrey, Jr. is the assistant professor of marketing at the Ithaca College School of Business. He completed his PhD at Texas Tech University in 2015.
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Debra A. Laverie

Debra A. Laverie, is the Jerry S. Rawls professor of business, Minnie Stevens Piper professor, and professor of marketing at Texas Tech University’s Rawls College of Business. She completed her PhD at…
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Shannon B. Rinaldo

Shannon B. Rinaldo, is an associate professor of marketing at Texas Tech University’s Rawls College of Business. She completed her PhD at the University of Kentucky in 2008.
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Additional information

Copyright Year

2016

Pub Date

February 22, 2016

Pages

90

ISBN

9781606499405

Print Price

$21.99

EISBN

9781606499412

EBook Price

$13.99

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