| 书目名称 | Online Brand Communities | | 副标题 | Using the Social Web | | 编辑 | Francisco J. Martínez-López,Rafael Anaya,Sebastián | | 视频video | | | 概述 | Introduces the concept of online brand communities, together with a wealth of examples.Embeds the social web in a marketing and e-commerce context.Includes a dedicated chapter on value creation throug | | 丛书名称 | Progress in IS | | 图书封面 |  | | 描述 | This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities. | | 出版日期 | Textbook 2016 | | 关键词 | branding; e-business; e-commerce; online brand communities; social web; virtual community | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-319-24826-4 | | isbn_softcover | 978-3-319-79684-0 | | isbn_ebook | 978-3-319-24826-4Series ISSN 2196-8705 Series E-ISSN 2196-8713 | | issn_series | 2196-8705 | | copyright | Springer International Publishing Switzerland 2016 |
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发表于 2025-3-21 17:23:29
