Mohlo by sa vám tiež páčiť

Viac informácií o knihe Online brand communities

• Parametre knihy
• Anotácia kniha
• Obľúbené z iného súdka

Nákupom získate 197 bodov

Anotácia knihy

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.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Online brand communities
• Podnázov: Value creating capabilities of brand communities on Facebook
• Autor: Bastian Bakeberg
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 84
• EAN: 9783954894123
• ISBN: 3954894122
• ID: 09290419
• Nakladateľ: Anchor Academic Publishing
• Hmotnosť: 122 g
• Rozmery: 210 × 148 × 5 mm
• Dátum vydania: 12. May 2016

Obľúbené z iného súdka

---

---

---