國立高雄大學圖資館 |

登入

回首頁

Digital marketing strategies for value co-creationmodels and approaches for online brand communities /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Digital marketing strategies for value co-creationby 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.
出版者:	Cham :Springer International Publishing :2022.
面頁冊數:	xvii, 248 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Branding (Marketing)
電子資源:	https://doi.org/10.1007/978-3-030-94444-5
ISBN:	9783030944445$q(electronic bk.)

Digital marketing strategies for value co-creationmodels 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. - Cham :Springer International Publishing :2022. - xvii, 248 p. :ill., digital ;24 cm.

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$q(electronic bk.)

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

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .O98 2022

Dewey Class. No.: 658.827

Digital marketing strategies for value co-creationmodels and approaches for online brand communities /
LDR:03662nmm a2200325 a 4500 001 622228
003 DE-He213
005 20220321180137.0
006 m d
007 cr nn 008maaau
008 221209s2022 sz s 0 eng d
020 $a 9783030944445$q(electronic bk.)
020 $a 9783030944438$q(paper)
024 7 $a 10.1007/978-3-030-94444-5 $2 doi
035 $a 978-3-030-94444-5
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1255 $b .O98 2022
072 7 $a KJS $2 bicssc
072 7 $a BUS090030 $2 bisacsh
072 7 $a KJSG $2 thema
082 0 4 $a 658.827 $2 23
090 $a HF5415.1255 $b .O99 2022
100 1 $a Ozuem, Wilson. $3 901285
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.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2022.
300 $a xvii, 248 p. : $b ill., digital ; $c 24 cm.
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 0 $a Branding (Marketing) $3 266407
650 0 $a Internet marketing. $3 208232
650 0 $a Brand name products. $3 202795
650 1 4 $a Digital Marketing. $3 913116
650 2 4 $a Branding. $3 779366
700 1 $a Willis, Michelle. $3 924004
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
856 4 0 $u https://doi.org/10.1007/978-3-030-94444-5
950 $a Business and Management (SpringerNature-41169)