Online Brand Communities

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Online Brand Communities

Francisco J. Martínez-López,Rafael Anaya,Rocio Aguilar,Sebastián Molinillo
Online Brand Communities Book PDF

Author : Francisco J. Martínez-López,Rafael Anaya,Rocio Aguilar,Sebastián Molinillo
Publisher : Springer
Page : 253 pages
File Size : 47,5 Mb
Release : 2015-12-11
Category : Business & Economics
ISBN : 9783319248264

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Online Brand Communities by Francisco J. Martínez-López,Rafael Anaya,Rocio Aguilar,Sebastián Molinillo Pdf

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.

Building Brand Communities

Carrie Melissa Jones,Charles Vogl
Building Brand Communities Book PDF

Author : Carrie Melissa Jones,Charles Vogl
Publisher : Berrett-Koehler Publishers
Page : 265 pages
File Size : 51,9 Mb
Release : 2020-06-09
Category : Business & Economics
ISBN : 9781523086627

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Building Brand Communities by Carrie Melissa Jones,Charles Vogl Pdf

An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Bowen, Gordon
Computer Mediated Marketing Strategies Social Media and Online Brand Communities Book PDF

Author : Bowen, Gordon
Publisher : IGI Global
Page : 428 pages
File Size : 43,5 Mb
Release : 2014-10-31
Category : Business & Economics
ISBN : 9781466665965

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Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities by Bowen, Gordon Pdf

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Online Brand Communities: Value Creating Capabilities of Brand Communities on Facebook

Bastian Bakeberg
Online Brand Communities Value Creating Capabilities of Brand Communities on Facebook Book PDF

Author : Bastian Bakeberg
Publisher : Anchor Academic Publishing
Page : 85 pages
File Size : 54,9 Mb
Release : 2016-05
Category : Business & Economics
ISBN : 9783954894123

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Online Brand Communities: Value Creating Capabilities of Brand Communities on Facebook by Bastian Bakeberg Pdf

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.

The Art of Digital Marketing for Fashion and Luxury Brands

Wilson Ozuem,Silvia Ranfagni
The Art of Digital Marketing for Fashion and Luxury Brands Book PDF

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 44,6 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

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The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Fostering Brand Community Through Social Media

William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo
Fostering Brand Community Through Social Media Book PDF

Author : William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo
Publisher : Business Expert Press
Page : 90 pages
File Size : 46,5 Mb
Release : 2016-02-15
Category : Business & Economics
ISBN : 9781606499412

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Fostering Brand Community Through Social Media by William F. Humphrey, Jr.,Debra A. Laverie,Shannon B. Rinaldo Pdf

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.

Influencer Marketing

Sevil Yesiloglu,Joyce Costello
Influencer Marketing Book PDF

Author : Sevil Yesiloglu,Joyce Costello
Publisher : Routledge
Page : 316 pages
File Size : 43,6 Mb
Release : 2020-11-29
Category : Business & Economics
ISBN : 9781000228267

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Influencer Marketing by Sevil Yesiloglu,Joyce Costello Pdf

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.

Social Media in the Marketing Context

Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Social Media in the Marketing Context Book PDF

Author : Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Publisher : Chandos Publishing
Page : 182 pages
File Size : 52,9 Mb
Release : 2016-09-30
Category : Computers
ISBN : 9780081017579

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Social Media in the Marketing Context by Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade Pdf

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

Global Branding: Breakthroughs in Research and Practice

Management Association, Information Resources
Global Branding Breakthroughs in Research and Practice Book PDF

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 969 pages
File Size : 55,7 Mb
Release : 2019-07-05
Category : Business & Economics
ISBN : 9781522592839

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Global Branding: Breakthroughs in Research and Practice by Management Association, Information Resources Pdf

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.

Rediscovering the Essentiality of Marketing

Luca Petruzzellis,Russell S. Winer
Rediscovering the Essentiality of Marketing Book PDF

Author : Luca Petruzzellis,Russell S. Winer
Publisher : Springer
Page : 987 pages
File Size : 52,6 Mb
Release : 2016-06-27
Category : Business & Economics
ISBN : 9783319298771

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Rediscovering the Essentiality of Marketing by Luca Petruzzellis,Russell S. Winer Pdf

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today’s turbulent marketplace. 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, 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.

Leveraging Computer-Mediated Marketing Environments

Bowen, Gordon,Ozuem, Wilson
Leveraging Computer Mediated Marketing Environments Book PDF

Author : Bowen, Gordon,Ozuem, Wilson
Publisher : IGI Global
Page : 473 pages
File Size : 52,9 Mb
Release : 2019-01-25
Category : Business & Economics
ISBN : 9781522573456

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Leveraging Computer-Mediated Marketing Environments by Bowen, Gordon,Ozuem, Wilson Pdf

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

Online Communities Handbook

Anna Buss,Nancy Strauss
Online Communities Handbook Book PDF

Author : Anna Buss,Nancy Strauss
Publisher : New Riders Publishing
Page : 0 pages
File Size : 41,5 Mb
Release : 2009
Category : Internet advertising
ISBN : 0321605888

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Online Communities Handbook by Anna Buss,Nancy Strauss Pdf

Successful online communities don't just happen by themselves. They're the result of a carefully executed strategy, solid design, and patient nurturing. Though they may seem like a lot of work, the benefits an online community can bring to your brand make the efforts worthwhile. This book will provide you with the essential tools to build online communities. You'll learn how to: · identify the business objectives for your online community · develop a community strategy to recruit and retain members · create brand loyalty, bring in new business, and offer value to customers that your competitors cannot imitate · take advantage of free advertising opportunities · use communities to gain market insights and establish a direct line to your customer base In addition, you'll discover the risks and costs of an online community project, how it can end up saving your company money, and even how it can become an important new revenue source of its own. You'll also be inspired by exclusive interviews, where the people who manage thriving online communities share the lessons they've learned and the secrets of their success.

The Handbook of Communication Engagement

Kim A. Johnston,Maureen Taylor
The Handbook of Communication Engagement Book PDF

Author : Kim A. Johnston,Maureen Taylor
Publisher : John Wiley & Sons
Page : 600 pages
File Size : 49,7 Mb
Release : 2018-04-27
Category : Business & Economics
ISBN : 9781119167518

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The Handbook of Communication Engagement by Kim A. Johnston,Maureen Taylor Pdf

A comprehensive volume that offers the most current thinking on the practice and theory of engagement With contributions from an international panel of leaders representing diverse academic and professional fields The Handbook of Communication Engagement brings together in one volume writings on both the theory and practice of engagement in today’s organizations and societies. The expert contributors explore the philosophical, theoretical, and applied concepts of communication engagement as it pertains to building interaction and connections in a globalized, networked society. The Handbook of Communication Engagement is comprehensive in scope with case studies of engagement from various disciplines including public relations, marketing, advertising, employee relations, education, public diplomacy, and politics. The authors advance the current thinking in engagement theory, strategy, and practice and provide a review of foundational and emerging research in engagement topics. The Handbook of Communication Engagement is an important text that: Provides an overview of the foundations and philosophies of engagement Identifies the contexts of engagement relating to specific areas across government and corporations, including CSR, consumer, activism, diplomacy, digital, and social impact Includes examples of contemporary engagement practice Presents applications of engagement and technology Offers insights on the future directions of engagement The Handbook of Communication Engagement offers an essential reference for advanced undergraduate, graduate students, practitioners and scholars from communication, media, advertising, public relations, public policy, and public diplomacy areas. The volume contains a compendium of the writings on the most recent advances on the theory and practice of engagement. Winner of the 2018 PRIDE Award for Innovation, Development, and Educational Achievement from the Public Relations Division of the National Communication Association.

Online Community Handbook

Anna Buss,Nancy Strauss
Online Community Handbook Book PDF

Author : Anna Buss,Nancy Strauss
Publisher : New Riders
Page : 289 pages
File Size : 52,8 Mb
Release : 2009-03-06
Category : Electronic
ISBN : 9780132104265

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Online Community Handbook by Anna Buss,Nancy Strauss Pdf

Successful online communities don’t just happen by themselves. They’re the result of a carefully executed strategy, solid design, and patient nurturing. Though they may seem like a lot of work, the benefits an online community can bring to your brand make the efforts worthwhile. This book will provide you with the essential tools to build online communities. You’ll learn how to: • identify the business objectives for your online community • develop a community strategy to recruit and retain members • create brand loyalty, bring in new business, and offer value to customers that your competitors cannot imitate • take advantage of free advertising opportunities • use communities to gain market insights and establish a direct line to your customer base In addition, you’ll discover the risks and costs of an online community project, how it can end up saving your company money, and even how it can become an important new revenue source of its own. You’ll also be inspired by exclusive interviews, where the people who manage thriving online communities share the lessons they’ve learned and the secrets of their success.

Digital Marketing Strategies for Value Co-creation

Wilson Ozuem,Michelle Willis
Digital Marketing Strategies for Value Co creation Book PDF

Author : Wilson Ozuem,Michelle Willis
Publisher : Springer Nature
Page : 259 pages
File Size : 53,7 Mb
Release : 2022-03-21
Category : Business & Economics
ISBN : 9783030944445

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Digital Marketing Strategies for Value Co-creation by Wilson Ozuem,Michelle Willis Pdf

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.