[Free] Fostering Brand Community Through Social Media
❀ Jr., William F. Humphrey, Debra A. Laverie, Shannon B. Rinaldo ❀
#1660622 in eBooks 2016-02-15 2016-02-15File Name: B01BT81FYQ
About the AuthorTexas Tech UniversityThis 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 mana... [PDF.lc34] Fostering Brand Community Through Social Media Rating: 3.93 (587 Votes)
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