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Fostering Brand Community Through Social Media

2016-02-15 Business & Economics
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Release : 2016-02-15
Genre : Business & Economics
Kind : eBook
Book Rating : 416/5 ( reviews)

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Book Synopsis Fostering Brand Community Through Social Media by : William F. Humphrey, Jr.

Download or read book Fostering Brand Community Through Social Media written by William F. Humphrey, Jr.. This book was released on 2016-02-15. Available in PDF, EPUB and Kindle. Book excerpt: 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 communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

Global Branding: Breakthroughs in Research and Practice

2019-07-05 Business & Economics
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Release : 2019-07-05
Genre : Business & Economics
Kind : eBook
Book Rating : 830/5 ( reviews)

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Book Synopsis Global Branding: Breakthroughs in Research and Practice by : Management Association, Information Resources

Download or read book Global Branding: Breakthroughs in Research and Practice written by Management Association, Information Resources. This book was released on 2019-07-05. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Exploring the Rise of Fandom in Contemporary Consumer Culture

2017-10-31 Business & Economics
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Release : 2017-10-31
Genre : Business & Economics
Kind : eBook
Book Rating : 218/5 ( reviews)

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Book Synopsis Exploring the Rise of Fandom in Contemporary Consumer Culture by : Lu Wang, Cheng

Download or read book Exploring the Rise of Fandom in Contemporary Consumer Culture written by Lu Wang, Cheng. This book was released on 2017-10-31. Available in PDF, EPUB and Kindle. Book excerpt: Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.

Digital and Social Media Marketing

2019-11-11 Business & Economics
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Release : 2019-11-11
Genre : Business & Economics
Kind : eBook
Book Rating : 745/5 ( reviews)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana. This book was released on 2019-11-11. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Ideas in Marketing: Finding the New and Polishing the Old

2014-10-25 Business & Economics
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Release : 2014-10-25
Genre : Business & Economics
Kind : eBook
Book Rating : 510/5 ( reviews)

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Book Synopsis Ideas in Marketing: Finding the New and Polishing the Old by : Krzysztof Kubacki

Download or read book Ideas in Marketing: Finding the New and Polishing the Old written by Krzysztof Kubacki. This book was released on 2014-10-25. Available in PDF, EPUB and Kindle. Book excerpt: Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.

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