Titlebook: Online Brand Communities; Using the Social Web Francisco J. Martínez-López,Rafael Anaya,Sebastián Textbook 2016 Springer International Publ

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2196-8705 r the successful development of online brand communities. 978-3-319-79684-0978-3-319-24826-4Series ISSN 2196-8705 Series E-ISSN 2196-8713

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo

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Introduction,o join one; we will also elucidate and analyze the factors that increase appeal, participation and user retention. Then, the application of the process of creating value in a community, both from the point of view of business interest and from the point of view of the user is studied, analyzing the

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