Fostering Brand Community Through Social Media

Download Fostering Brand Community Through Social Media full books in PDF, epub, and Kindle. Read online Fostering Brand Community Through Social Media ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Fostering Brand Community Through Social Media

Author : William F. Humphrey, Jr.
Publisher : Business Expert Press
ISBN 13 : 1606499416
Total Pages : 90 pages
Book Rating : 4.6/5 (64 download)

DOWNLOAD NOW!

Book Synopsis Fostering Brand Community Through Social Media by : William F. Humphrey, Jr.

Download or read book Fostering Brand Community Through Social Media written by William F. Humphrey, Jr. and published by Business Expert Press. This book was released on 2016-02-15 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Global Branding: Breakthroughs in Research and Practice

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522592830
Total Pages : 969 pages
Book Rating : 4.5/5 (225 download)

DOWNLOAD NOW!

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

Download or read book Global Branding: Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 969 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Exploring the Rise of Fandom in Contemporary Consumer Culture

Author : Lu Wang, Cheng
Publisher : IGI Global
ISBN 13 : 1522532218
Total Pages : 321 pages
Book Rating : 4.5/5 (225 download)

DOWNLOAD NOW!

Book Synopsis Exploring the Rise of Fandom in Contemporary Consumer Culture by : Lu Wang, Cheng

Download or read book Exploring the Rise of Fandom in Contemporary Consumer Culture written by Lu Wang, Cheng and published by IGI Global. This book was released on 2017-10-31 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

DOWNLOAD NOW!

Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Ideas in Marketing: Finding the New and Polishing the Old

Author : Krzysztof Kubacki
Publisher : Springer
ISBN 13 : 3319109510
Total Pages : 842 pages
Book Rating : 4.3/5 (191 download)

DOWNLOAD NOW!

Book Synopsis Ideas in Marketing: Finding the New and Polishing the Old by : Krzysztof Kubacki

Download or read book Ideas in Marketing: Finding the New and Polishing the Old written by Krzysztof Kubacki and published by Springer. This book was released on 2014-10-25 with total page 842 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Online Brand Communities

Author : Francisco J. Martínez-López
Publisher : Springer
ISBN 13 : 331924826X
Total Pages : 256 pages
Book Rating : 4.3/5 (192 download)

DOWNLOAD NOW!

Book Synopsis Online Brand Communities by : Francisco J. Martínez-López

Download or read book Online Brand Communities written by Francisco J. Martínez-López and published by Springer. This book was released on 2015-12-11 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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

Author : Bastian Bakeberg
Publisher : Anchor Academic Publishing
ISBN 13 : 3954894122
Total Pages : 85 pages
Book Rating : 4.9/5 (548 download)

DOWNLOAD NOW!

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

Download or read book Online Brand Communities: Value Creating Capabilities of Brand Communities on Facebook written by Bastian Bakeberg and published by Anchor Academic Publishing. This book was released on 2016-05 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Fostering Sustainable Behavior

Author : Doug McKenzie-Mohr
Publisher : New Society Publishers
ISBN 13 : 1550924621
Total Pages : 184 pages
Book Rating : 4.5/5 (59 download)

DOWNLOAD NOW!

Book Synopsis Fostering Sustainable Behavior by : Doug McKenzie-Mohr

Download or read book Fostering Sustainable Behavior written by Doug McKenzie-Mohr and published by New Society Publishers. This book was released on 2011-02-01 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Universal-Publishers
ISBN 13 : 1627347402
Total Pages : 386 pages
Book Rating : 4.6/5 (273 download)

DOWNLOAD NOW!

Book Synopsis Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands written by Wilson Ozuem and published by Universal-Publishers. This book was released on 2019-11-15 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Influencer Marketing

Author : Sevil Yesiloglu
Publisher : Routledge
ISBN 13 : 1000228266
Total Pages : 316 pages
Book Rating : 4.0/5 (2 download)

DOWNLOAD NOW!

Book Synopsis Influencer Marketing by : Sevil Yesiloglu

Download or read book Influencer Marketing written by Sevil Yesiloglu and published by Routledge. This book was released on 2020-11-29 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Strategic Brand Management and Development

Author : Sotiris T. Lalaounis
Publisher : Routledge
ISBN 13 : 1000298183
Total Pages : 382 pages
Book Rating : 4.0/5 (2 download)

DOWNLOAD NOW!

Book Synopsis Strategic Brand Management and Development by : Sotiris T. Lalaounis

Download or read book Strategic Brand Management and Development written by Sotiris T. Lalaounis and published by Routledge. This book was released on 2020-12-30 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Corporate Branding in Facebook Fan Pages

Author : Eliane Pereira Zamith Brito
Publisher : Business Expert Press
ISBN 13 : 1606499432
Total Pages : 162 pages
Book Rating : 4.6/5 (64 download)

DOWNLOAD NOW!

Book Synopsis Corporate Branding in Facebook Fan Pages by : Eliane Pereira Zamith Brito

Download or read book Corporate Branding in Facebook Fan Pages written by Eliane Pereira Zamith Brito and published by Business Expert Press. This book was released on 2015-03-09 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.

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

Author : Bowen, Gordon
Publisher : IGI Global
ISBN 13 : 1466665963
Total Pages : 428 pages
Book Rating : 4.4/5 (666 download)

DOWNLOAD NOW!

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

Download or read book Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities written by Bowen, Gordon and published by IGI Global. This book was released on 2014-10-31 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 todays 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.

Social Media Branding For Small Business

Author : Robert Davis
Publisher : Business Expert Press
ISBN 13 : 1631570994
Total Pages : 170 pages
Book Rating : 4.6/5 (315 download)

DOWNLOAD NOW!

Book Synopsis Social Media Branding For Small Business by : Robert Davis

Download or read book Social Media Branding For Small Business written by Robert Davis and published by Business Expert Press. This book was released on 2014-12-17 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and of ine communities. It provides a starting point, as one of the biggest issues for small businesses is where to start. Social Media Branding For Small Businesses provides a framework to guide your strategy and implementation. The approach is called the 5-Sources Model. The resources are the have fundamental branding principles that focus on simply outsourcing your brand. Putting the customer back in control while focusing on the community and this group of dedicated customers and other stakeholders. The 5-Sources Model simply says that the social media brand for small businesses needs to play an important role in your customers’ functional and emotional existence. It is both the serious and the fun experience of your brand.

The Connected Consumer

Author : Dinesh Kumar
Publisher : Business Expert Press
ISBN 13 : 1631571117
Total Pages : 113 pages
Book Rating : 4.6/5 (315 download)

DOWNLOAD NOW!

Book Synopsis The Connected Consumer by : Dinesh Kumar

Download or read book The Connected Consumer written by Dinesh Kumar and published by Business Expert Press. This book was released on 2015-10-06 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traditional marketing faces challenges as never before. The way that people interact with each other and with companies is changing completely in todayÕs era of 24/7 connectivity. This book explores tectonic changes in buyer behavior and how businesses are responding to those changes. It describes how data is used to track and analyze customers in almost everything they do, and how marketing communications are delivered with precision to individual mobile devices. The connected customer is blurring the line between online and offline sales resulting in an entirely new purchase cycle.

Managing Public Relations and Brand Image through Social Media

Author : Singh, Anurag
Publisher : IGI Global
ISBN 13 : 1522503331
Total Pages : 378 pages
Book Rating : 4.5/5 (225 download)

DOWNLOAD NOW!

Book Synopsis Managing Public Relations and Brand Image through Social Media by : Singh, Anurag

Download or read book Managing Public Relations and Brand Image through Social Media written by Singh, Anurag and published by IGI Global. This book was released on 2016-05-16 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Digital Marketing Management

Author : Debra Zahay
Publisher : Business Expert Press
ISBN 13 : 1606499254
Total Pages : 175 pages
Book Rating : 4.6/5 (64 download)

DOWNLOAD NOW!

Book Synopsis Digital Marketing Management by : Debra Zahay

Download or read book Digital Marketing Management written by Debra Zahay and published by Business Expert Press. This book was released on 2015-01-27 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.