Fostering Brand Community Through Social Media

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 managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

Author: William F. Jr. Humphrey, Debra a. Laverie, Shannon B. Rinaldo
Publisher: Business Expert Press
Published: 02/15/2016
Pages: 90
Binding Type: Paperback
Weight: 0.32lbs
Size: 9.00h x 6.00w x 0.21d
ISBN13: 9781606499405
ISBN10: 1606499408
BISAC Categories:
- Business & Economics | Advertising & Promotion
- Business & Economics | Marketing | General

About the Author
William F. Humphrey, Jr. is the assistant professor of marketing at the Ithaca College School of Business. He completed his PhD at Texas Tech University in 2015.