Online brands communities: using the social web for branding and marketing
UnknownMartinez-Lopez, Francisco J.
Springer (New York, 2016) (eng) English9783319248240UnknownUnknownSOCIAL WEB; UnknownThis 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.
Physical dimension
viii, 253 p.25 cm.Unknown
Summary / review / table of contents
Introduction
Martínez-López, Francisco J. (et al.)
Pages 1-4
Evolution of the Web
Martínez-López, Francisco J. (et al.)
Pages 5-15
Foundations and Structure of the Social Web
Martínez-López, Francisco J. (et al.)
Pages 17-44
Utility of the Social Web for Business
Martínez-López, Francisco J. (et al.)
Pages 45-64
Evolution of the Marketing Mind-Set and the Value-Creation Process
Martínez-López, Francisco J. (et al.)
Pages 65-85
Brand and Social Web
Martínez-López, Francisco J. (et al.)
Pages 87-105
Conceptual Approach to Community, Virtual Community and Online Brand Community
Martínez-López, Francisco J. (et al.)
Pages 107-124
Types of Virtual Communities and Virtual Brand Communities
Martínez-López, Francisco J. (et al.)
Pages 125-140
Consumers’ Motivations to Participate in Virtual Brand Communities
Martínez-López, Francisco J. (et al.)
Pages 141-161
Factors Influencing Members’ Engagement with Virtual Brand Communities
Martínez-López, Francisco J. (et al.)
Pages 163-188
Value Creation in Virtual Brand Communities
Martínez-López, Francisco J. (et al.)
Pages 189-205
Creating and Developing Virtual Brand Communities: Some Practical Guidelines
Martínez-López, Francisco J. (et al.)
Pages 207-215