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Books > Business & Economics > Business & management > Sales & marketing
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Digital Marketing Strategies for Value Co-creation - Models and Approaches for Online Brand Communities (Hardcover, 1st ed. 2022)
Loot Price: R2,978
Discovery Miles 29 780
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Digital Marketing Strategies for Value Co-creation - Models and Approaches for Online Brand Communities (Hardcover, 1st ed. 2022)
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Online brand communities (OBCs) are hugely important in the
development of marketing strategy, but it is unclear how marketers
can effectively utilise these platforms to enhance and develop
consumer engagement. For an online brand community to be
successful, it should allow members to feel a connection to the
brand and with other members while forming a disconnection from
those not belonging to the community. It should also have rituals
and traditions that join members together over a revered
commonality, and moral responsibility in contributing to the
community. Indeed, brands play active roles in securing degrees of
activity in OBCs' through content that offers members the quality
of engagement they seek. This book focuses on contemporary digital
marketing issues in OBCs, offering a comprehensive examination of
consumers' response to active engagement in such communities. It
discusses how brands can tap into the various levels of
participation, engagement and online conversations in the
development of marketing strategy and ultimately examines how an
online brand community strengthens value co-creation. Balancing
theory with practical approaches, this book gives serious treatment
to an important yet until now overlooked area of digital marketing
strategy, providing an important resource for scholars, students
and practitioners.
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