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.
Further, 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.
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