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

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the su...

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Bibliographic Details
Main Authors Ozuem, Wilson, 1974- (Author), Willis, Michelle (Author)
Format Electronic eBook
LanguageEnglish
Published Cham : Palgrave Macmillan, 2025.
EditionSecond edition 2025.
Subjects
Branding (Marketing)
Internet marketing.
Brand name products.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783031846137
9783031846120
Physical Description1 online zdroj (xxi, 311 stran) : ilustrace

Cover

Table of Contents:
  • 1. Introduction and Overview
  • 2. Segmentation in Data-Driven Online Brand Communities
  • 3. Participation and Customer Involvement
  • 4. Online Brand Communities and Loyalty Intentions
  • 5. Consumer Engagement
  • 6. Social Identity and OBCs
  • 7. Brand and Customer Loyalty in OBCs
  • 8. Brand Relationship and Engagement
  • 9. Managing Service Failure and Recovery and OBCs
  • 10. Value Co-Creation Sphere
  • 11. Influencer Marketing
  • 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.

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