Titlebook: Digital Marketing Strategies for Value Co-creation; Models and Approache Wilson Ozuem,Michelle Willis Book 2022 The Editor(s) (if applicabl

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K. R. Bachmann,N. Brügmann,S. Simont influencers back to medieval times when the ruling class deeply influenced (or dictated) the behaviour of their subjects, before the influencer emerged from the film, music, sports and reality TV sector. Today we still see evidence of such influence embedded in our media and industries. Yet influe

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Introducing Online Brand Communities, that have contributed to the current understanding of marketing environments. A secondary but no less important goal is to provide some background understanding to the history and complexity of OBCs in the development of digital marketing strategies. The chapter concludes with a delineation of the relationship between OBCs and value co-creation.

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Introducing Online Brand Communities, giving rise to information consumption, knowledge sharing and interactive engagement in addition to traditional marketplace consumption. OBCs are increasingly becoming strategic weapons enabling brands to directly engage with consumers, and consumers to respond to brands and other OBC users. The ex

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Participation and Customer Involvement,ging computer-mediated marketing environments are intertwined with value co-creation. The current chapter examines customer participation and the level of customer involvement in OBCs. Managing an OBC is not just about attracting a large group of followers and sharing content and tools for followers

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