Online brand communities: using the social web for branding and marketing
Auteur :
MartÃnez-López, Francisco J. / Anaya, Rafael / Aguilar, Rocio / Molinillo, Sebastián
Éditeur :
Springer International Publishing AG
ISBN :
9783319796840
Date de publication :
27 mars 2019
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. 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.