Catalog Search Results
Author
Publisher
Business Expert Press
Pub. Date
2016.
Language
English
Description
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. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand...
Author
Publisher
Business Expert Press
Pub. Date
Not Supplied
Language
English
Description
With the introduction of the Internet, consumers have been relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has caused a power shift in the market from companies to consumers. When technology is paired with culture, it is inevitable that consumers constantly change their attitudes toward consumption to adapt to current trends. Thus, marketers...
Similar Searches
These searches are similar to the search you tried. Would you like to try one of these instead?
Didn't find it?
Can't find what you are looking for? Suggest a purchase or request to borrow from another library outside of the Yavapai Library Network via inter-library loan (ILL). Suggest a purchase or ILL