Online Brand Communities
-15%
portes grátis
Online Brand Communities
Using the Social Web for Branding and Marketing
Martinez-Lopez, Francisco J.; Aguilar, Rocio; Molinillo, Sebastian; Anaya, Rafael
Springer International Publishing AG
03/2019
253
Mole
Inglês
9783319796840
15 a 20 dias
454
Descrição não disponível.
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.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
branding;e-business;e-commerce;online brand communities;social web;virtual community
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.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
