Fostering Brand Community Through Social Media
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| Author | : William F. Humphrey, Jr. |
| Publisher | : Business Expert Press |
| Total Pages | : 90 |
| Release | : 2016-02-15 |
| Genre | : Business & Economics |
| ISBN | : 1606499416 |
Download Fostering Brand Community Through Social Media Book in PDF, Epub and Kindle
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 | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
Download Digital and Social Media Marketing Book in PDF, Epub and Kindle
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Francisco J. Martínez-López |
| Publisher | : Springer |
| Total Pages | : 256 |
| Release | : 2015-12-11 |
| Genre | : Business & Economics |
| ISBN | : 331924826X |
Download Online Brand Communities Book in PDF, Epub and Kindle
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.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 969 |
| Release | : 2019-07-05 |
| Genre | : Business & Economics |
| ISBN | : 1522592830 |
Download Global Branding: Breakthroughs in Research and Practice Book in PDF, Epub and Kindle
To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
| Author | : Lu Wang, Cheng |
| Publisher | : IGI Global |
| Total Pages | : 321 |
| Release | : 2017-10-31 |
| Genre | : Business & Economics |
| ISBN | : 1522532218 |
Download Exploring the Rise of Fandom in Contemporary Consumer Culture Book in PDF, Epub and Kindle
Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.
| Author | : Krzysztof Kubacki |
| Publisher | : Springer |
| Total Pages | : 842 |
| Release | : 2014-10-25 |
| Genre | : Business & Economics |
| ISBN | : 3319109510 |
Download Ideas in Marketing: Finding the New and Polishing the Old Book in PDF, Epub and Kindle
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.
| Author | : Bastian Bakeberg |
| Publisher | : Anchor Academic Publishing |
| Total Pages | : 85 |
| Release | : 2016-05 |
| Genre | : Business & Economics |
| ISBN | : 3954894122 |
Download Online Brand Communities: Value Creating Capabilities of Brand Communities on Facebook Book in PDF, Epub and Kindle
This study examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Following four value creating practices are discovered: ‘exchanging brand narratives’, ‘celebrating brand love’, ‘support and information resource’, and ‘pressure valve for discontent’. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers ́ lives. This study extends research on brand communities and the findings enhance understanding why/how consumers engage online with brands and other members.
| Author | : Doug McKenzie-Mohr |
| Publisher | : New Society Publishers |
| Total Pages | : 184 |
| Release | : 2011-02-01 |
| Genre | : Business & Economics |
| ISBN | : 1550924621 |
Download Fostering Sustainable Behavior Book in PDF, Epub and Kindle
The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to: target unsustainable behaviors, and identify the barriers to change understand various commitment strategies communicate effective messages enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.
| Author | : Wilson Ozuem |
| Publisher | : Universal-Publishers |
| Total Pages | : 386 |
| Release | : 2019-11-15 |
| Genre | : Business & Economics |
| ISBN | : 1627347402 |
Download Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands Book in PDF, Epub and Kindle
This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.
| Author | : Sevil Yesiloglu |
| Publisher | : Routledge |
| Total Pages | : 316 |
| Release | : 2020-11-29 |
| Genre | : Business & Economics |
| ISBN | : 1000228266 |
Download Influencer Marketing Book in PDF, Epub and Kindle
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
