[PDF.15sc] Fostering Brand Community Through Social Media

Fostering Brand Community Through Social Media

[PDF.op02] Fostering Brand Community Through Social Media

Fostering Brand Community Through  Jr., William F. Humphrey, Debra A. Laverie, Shannon B. Rinaldo epub
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 | #1153029 in eBooks |  2016-02-15 |  2016-02-15 | File type: PDF

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||About the Author|Texas Tech University

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. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand man...

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