Digital marketing strategies for value co-creation: models and approaches for online brand communities
Auteur :
Ozuem, Wilson / Willis, Michelle
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030944469
Date de publication :
23 mars 2023
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.