Online Brand Communities Using the Social Web for Branding and Marketing 1st Edition by Francisco Martínez López, Rafael Anaya Sánchez, Rocio Aguilar Illescas, Sebastián Molinillo 1731751761 9781731751768

Online Brand Communities Using the Social Web for Branding and Marketing 1st Edition by Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo – Ebook PDF Instant Download/DeliveryISBN:  1731751761, 9781731751768 

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Product details:

ISBN-10 :  1731751761 

ISBN-13 :  9781731751768

Author:  Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo 

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.     

Online Brand Communities Using the Social Web for Branding and Marketing 1st Table of contents:

1. Introduction
2. Evolution of the Web
3. Foundations and Structure of the Social Web
4. Utility of the Social Web for Business
5. Evolution of the Marketing Mind-Set and the Value-Creation Process
6. Brand and Social Web
7. Conceptual Approach to Community, Virtual Community and Online Brand Community
8. Types of Virtual Communities and Virtual Brand Communities
9. Consumers’ Motivations to Participate in Virtual Brand Communities
10. Factors Influencing Members’ Engagement with Virtual Brand Communities
11. Value Creation in Virtual Brand Communities
12. Creating and Developing Virtual Brand Communities: Some Practical Guidelines

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Tags: Online Brand, Communities, the Social Web, Marketing, Francisco Martínez López, Rafael Anaya Sánchez, Rocio Aguilar Illescas, Sebastián Molinillo