£89.99

MACMILLAN Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities

Name: Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities
Brand: MACMILLAN
Price: 89.99 GBP
Availability: InStock

Branding & Logo Design

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Description

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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Digital Marketing Strategies for Value Co creation: Models and Approaches for Online Brand Communities

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Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 3030944433
Category: Books > Subjects > Arts & Photography > Graphic Arts > Commercial > Branding & Logo Design
Domain: Amazon UK
Release Date: 22 March 2022
Listed Since: 04 December 2021

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MACMILLAN Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities

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