國立虎尾科技大學 |

Digital Marketing Strategies for Value Co-creation = Models and Approaches for Online Brand Communities /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Digital Marketing Strategies for Value Co-creation/ by Wilson Ozuem, Michelle Willis.
其他題名:	Models and Approaches for Online Brand Communities /
作者:	Ozuem, Wilson.
其他作者:	Willis, Michelle.
面頁冊數:	XVII, 248 p. 10 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Branding. -
電子資源:	https://doi.org/10.1007/978-3-030-94444-5
ISBN:	9783030944445

Digital Marketing Strategies for Value Co-creation = Models and Approaches for Online Brand Communities /
Ozuem, Wilson.

Digital Marketing Strategies for Value Co-creationModels and Approaches for Online Brand Communities /[electronic resource] :by Wilson Ozuem, Michelle Willis. - 1st ed. 2022. - XVII, 248 p. 10 illus.online resource.

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty in online brand communities -- Chapter 7: Brand relationship and engagement -- Chapter 8: Managing service failure and recovery and online brand communities -- Chapter 9: Value co-creation sphere -- Chapter 10: Influencer marketing.

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 treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners. Wilson Ozuem’s area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy. Michelle Willis’s expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the American Marketing Association and the European Marketing Academy.

ISBN: 9783030944445

Standard No.: 10.1007/978-3-030-94444-5doiSubjects--Topical Terms:

1141082
Branding.

LC Class. No.: HF5415.1265

Dewey Class. No.: 658.872

Digital Marketing Strategies for Value Co-creation = Models and Approaches for Online Brand Communities /
LDR:04059nam a22004095i 4500 001 1090913
003 DE-He213
005 20220321180137.0
007 cr nn 008mamaa
008 221228s2022 sz | s |||| 0|eng d
020 $a 9783030944445 $9 978-3-030-94444-5
024 7 $a 10.1007/978-3-030-94444-5 $2 doi
035 $a 978-3-030-94444-5
050 4 $a HF5415.1265
072 7 $a KJS $2 bicssc
072 7 $a BUS090030 $2 bisacsh
072 7 $a KJSG $2 thema
082 0 4 $a 658.872 $2 23
082 0 4 $a 659.144 $2 23
100 1 $a Ozuem, Wilson. $e editor. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1350660
245 1 0 $a Digital Marketing Strategies for Value Co-creation $h [electronic resource] : $b Models and Approaches for Online Brand Communities / $c by Wilson Ozuem, Michelle Willis.
250 $a 1st ed. 2022.
264 1 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2022.
300 $a XVII, 248 p. 10 illus. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty in online brand communities -- Chapter 7: Brand relationship and engagement -- Chapter 8: Managing service failure and recovery and online brand communities -- Chapter 9: Value co-creation sphere -- Chapter 10: Influencer marketing.
520 $a 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 treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners. Wilson Ozuem’s area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy. Michelle Willis’s expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the American Marketing Association and the European Marketing Academy.
650 2 4 $a Branding. $3 1141082
650 1 4 $a Digital Marketing. $3 1366892
650 0 $a Branding (Marketing). $3 571741
650 0 $a Internet marketing. $3 559675
650 0 $a Telemarketing. $3 657595
700 1 $a Willis, Michelle. $e author. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1398423
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783030944438
776 0 8 $i Printed edition: $z 9783030944452
776 0 8 $i Printed edition: $z 9783030944469
856 4 0 $u https://doi.org/10.1007/978-3-030-94444-5
912 $a ZDB-2-BUM
912 $a ZDB-2-SXBM
950 $a Business and Management (SpringerNature-41169)
950 $a Business and Management (R0) (SpringerNature-43719)