Online brand communities = using the...
Martinez-Lopez, Francisco J.

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  • Online brand communities = using the social web for branding and marketing /
  • Record Type: Electronic resources : Monograph/item
    Title/Author: Online brand communities/ by Francisco J. Martinez-Lopez ... [et al.].
    Reminder of title: using the social web for branding and marketing /
    other author: Martinez-Lopez, Francisco J.
    Published: Cham :Springer International Publishing : : 2016.,
    Description: viii, 253 p. :ill., digital ;24 cm.
    [NT 15003449]: Introduction -- Evolution of the Web -- Foundations and Structure of the Social Web -- Utitlity of the Social Web for Business -- Evolution of the Marketing Mind-set and the Value-creation Process -- Brand and Social Web -- Conceptual Approach to Community, Virtual Community and Online Brand Community -- Types of Virtual Communities and Virtual Brand Communities -- Consumers' Motivations to Participate in Virtual Brand Communities -- Factors Influencing Members' Engagement with Virtual Brand Communities -- Value Creation in Virtual Brand Communities -- Creating and Developing Virtual Brand Communities: Some Practical Guidelines.
    Contained By: Springer eBooks
    Subject: Internet advertising. -
    Online resource: http://dx.doi.org/10.1007/978-3-319-24826-4
    ISBN: 9783319248264$q(electronic bk.)
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W9276973 電子資源 11.線上閱覽_V 電子書 EB HF6146.I58 O58 2016 一般使用(Normal) On shelf 0
  • 1 records • Pages 1 •
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