Abstract Tis 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.
|Publisher||Business Expert Press|
|State||Published - Feb 22 2016|