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Author: Francisco J. Martínez-López
Publisher: Springer
ISBN: 331924826X
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
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: Francisco J. Martínez-López
Publisher: Springer
ISBN: 331924826X
Category : Business & Economics
Languages : en
Pages : 256
Get Book Here
Book Description
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: Carrie Melissa Jones
Publisher: Berrett-Koehler Publishers
ISBN: 1523086629
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
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.
Author: Gordon Bowen
Publisher:
ISBN: 9781466665989
Category :
Languages : en
Pages : 406
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Book Description
"This book 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".
Author: William F. Humphrey, Jr.
Publisher: Business Expert Press
ISBN: 1606499416
Category : Business & Economics
Languages : en
Pages : 90
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Book Description
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: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522592830
Category : Business & Economics
Languages : en
Pages : 998
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Book Description
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: Wilson Ozuem
Publisher: Springer Nature
ISBN: 303070324X
Category : Business & Economics
Languages : en
Pages : 471
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Book Description
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.
Author: Bowen, Gordon
Publisher: IGI Global
ISBN: 1522573453
Category : Business & Economics
Languages : en
Pages : 492
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Book Description
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.
Author: Cherniece J. Plume
Publisher: Chandos Publishing
ISBN: 008101757X
Category : Computers
Languages : en
Pages : 184
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Book Description
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
Author: Sevil Yesiloglu
Publisher: Routledge
ISBN: 1000228266
Category : Business & Economics
Languages : en
Pages : 328
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Book Description
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.
Author: Jono Bacon
Publisher: HarperCollins Leadership
ISBN: 1400214890
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers? Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like Salesforce.com, Star Citizen via Kickstarter, and Red Hat. Companies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively. People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions: What is the key value proposition of building a community? What kind of community do we need and how do we build and integrate it into our organization? How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged? How do we develop authentic, productive relationships with community members both online and in person? How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization? What are the strategic and tactical pitfalls and roadblocks we need to avoid? How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them? People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
