Digital marketing strategies for value co-creation : models and approaches for online brand communities

• Main Authors: Ozuem, Wilson, 1974- (Author), Willis, Michelle, (Author)
• Format: eBook
• Language: English
• Published: Cham : Palgrave Macmillan, [2022]
• Subjects: Branding (Marketing); Internet marketing.; Brand name products.; elektronické knihy; electronic books
• ISBN: 9783030944445; 9783030944438
• Physical Description: 1 online zdroj : ilustrace

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 connect...