Digital marketing strategies for value co-creation : models and approaches for online brand communities
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...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Palgrave Macmillan,
[2022]
|
| Subjects: | |
| ISBN: | 9783030944445 9783030944438 |
| Physical Description: | 1 online zdroj : ilustrace |
Cover
Table of contents
| LEADER | 04475cam a2200433 i 4500 | ||
|---|---|---|---|
| 001 | 108840 | ||
| 003 | CZ-ZlUTB | ||
| 005 | 20230905153009.0 | ||
| 006 | m o d | ||
| 007 | cr |n||||||||| | ||
| 008 | 220324s2022 sz a o 001 0 eng d | ||
| 040 | |a YDX |b eng |e rda |c YDX |d GW5XE |d OCLCO |d EBLCP |d N$T |d UKMGB |d UKAHL |d OCLCQ | ||
| 020 | |a 9783030944445 |q (electronic bk.) | ||
| 020 | |z 9783030944438 | ||
| 024 | 7 | |a 10.1007/978-3-030-94444-5 |2 doi | |
| 035 | |a (OCoLC)1305167414 |z (OCoLC)1305439672 |z (OCoLC)1305914834 |z (OCoLC)1306022103 |z (OCoLC)1306057189 | ||
| 100 | 1 | |a Ozuem, Wilson, |d 1974- |e author. | |
| 245 | 1 | 0 | |a Digital marketing strategies for value co-creation : |b models and approaches for online brand communities / |c Wilson Ozuem, Michelle Willis. |
| 264 | 1 | |a Cham : |b Palgrave Macmillan, |c [2022] | |
| 264 | 4 | |c ©2022 | |
| 300 | |a 1 online zdroj : |b ilustrace | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a počítač |b c |2 rdamedia | ||
| 338 | |a online zdroj |b cr |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 506 | |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty | ||
| 520 | |a 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. Wilson Ozuems area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy. Michelle Williss expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the American Marketing Association and the European Marketing Academy. | ||
| 505 | 0 | |a 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. | |
| 590 | |a eBooks on EBSCOhost |b All EBSCO eBooks | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Brand name products. | |
| 655 | 7 | |a elektronické knihy |7 fd186907 |2 czenas | |
| 655 | 9 | |a electronic books |2 eczenas | |
| 700 | 1 | |a Willis, Michelle, |e author. | |
| 776 | 0 | 8 | |i Print version: |a OZUEM, WILSON. |t DIGITAL MARKETING STRATEGIES FOR VALUE CO-CREATION. |d [S.l.] : PALGRAVE MACMILLAN, 2022 |z 3030944433 |w (OCoLC)1288320486 |
| 856 | 4 | 0 | |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3203644&authtype=ip,shib&custid=s3936755 |y Plný text |
| 992 | |c EBOOK-TN |c EBSCO | ||
| 999 | |c 108840 |d 108840 | ||
Save to List
Cite this
Export Record
Email this