| 書目名稱 | Digital Marketing Strategies for Value Co-creation | | 副標題 | Models and Approache | | 編輯 | Wilson Ozuem,Michelle Willis | | 視頻video | http://file.papertrans.cn/280/279546/279546.mp4 | | 概述 | Discusses contemporary tools that illustrate key perspectives of online brand community users and practices.Provides insights into a range of marketing strategies linked to customer loyalty, participa | | 圖書封面 |  | | 描述 | .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 trea | | 出版日期 | Book 2022 | | 關(guān)鍵詞 | customer loyalty; facebook; relationship marketing; social infliuence; co-creation value | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-94444-5 | | isbn_softcover | 978-3-030-94446-9 | | isbn_ebook | 978-3-030-94444-5 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
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