Digital Marketing Strategies for Value Co-creation Models and Approaches for Online Brand Communities /
| Hauptverfasser: | , |
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| Körperschaft: | |
| Zusammenfassung: | XVII, 248 p. 10 illus. text |
| Sprache: | Englisch |
| Veröffentlicht: |
Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2022.
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| Ausgabe: | 1st ed. 2022. |
| Schlagworte: | |
| Online-Zugang: | https://doi.org/10.1007/978-3-030-94444-5 |
| Format: | Elektronisch Buch |
Inhaltsangabe:
- 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.