Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities
£85.50
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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Additional information
| Publisher | 1st ed. 2022 edition (22 Mar. 2022), Palgrave Macmillan |
|---|---|
| Language | English |
| Hardcover | 265 pages |
| ISBN-10 | 3030944433 |
| ISBN-13 | 978-3030944438 |
| Dimensions | 15.88 x 1.91 x 22.23 cm |
by Jack Bolton
Great book, lots of new information and insights.I acquired very useful knowledge.
I highly recommend
by Yasmeen malik
Will purchase this useful book in a couple of weeks (waiting for my pay day lol)
Went through this book briefly through a friend who has a copy . I was very impressed with how its written and all the info it has for anyone who wants to learn or gain more knowledge on the subject. Cant wait to get my very own copy. A well established and great author with many years of experience , i highly reccomend this book!
by Jack Bolton
This book clearly and simply explains all the marketing strategies within the business environment, i would recommend this as it has all relevant information for anyone who is taking a business course as this book will cover what you might have to undertake.
by Mardona
author has a unique approach to this business area and that it’s relevant for today’s business. I highly recommend this book for all business students and teachers
by Mambie Nafeesah
It was very informative filled with up to date strategies, definitely recommend. Helped me with university work.
by Liliana Murariu
It is an amazing book and very helpful information to achieve targets in your business and develop a strong marketing influence.
by Phoebe
The author is very well informed in his business areas and knows how to get people to listen to what he’s teaching and writing about. this book proves this and is definitely a useful tool to have if working in or studying business.
by Cycy
The book was fantastic and really helped me when doing research for my dissertation. Would definintely recommend