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

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

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Detalhes bibliográficos
Main Authors: Ozuem, Wilson (Author), Willis, Michelle (Author)
Autor Corporativo: SpringerLink (Online service)
Resumo:XVII, 248 p. 10 illus.
text
Idioma:inglês
Publicado em: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2022.
Edição:1st ed. 2022.
Assuntos:
Telemarketing.
Internet marketing.
Branding (Marketing).
Digital Marketing.
Branding.
Acesso em linha:https://doi.org/10.1007/978-3-030-94444-5
Formato: Recurso Electrónico Livro
Sumário:
  • Chapter 1: Introducing Online Brand Communities
  • Chapter 2: Participation and customer involvement
  • Chapter 3: Online brand communities and loyalty intentions
  • Chapter 4: Consumer engagement
  • Chapter 5: Social identity and online brand communities
  • Chapter 6: Brand and customer loyalty in online brand communities
  • Chapter 7: Brand relationship and engagement
  • Chapter 8: Managing service failure and recovery and online brand communities
  • Chapter 9: Value co-creation sphere
  • Chapter 10: Influencer marketing.

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