Online Brand Communities

Using the Social Web for Branding and Marketing

Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo (Autoren)

Buch | Softcover

VIII, 253 Seiten

2019 | 1. Softcover reprint of the original 1st ed. 2016
Springer International Publishing (Verlag)
978-3-319-79684-0 (ISBN)

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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. 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. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Francisco J. Martínez-López, MSc in Marketing, and European Ph.D. in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration, at the University of Granada, and Marketing, at the Open University of Catalonia (Barcelona), in Spain. He has been visiting scholar at the Zicklin School of Business (City University of New York, NY, USA), Rutgers Business School (Rutgers University, NJ, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (University College Dublin, Ireland), and the Complutense University Business School (Madrid, Spain). He is Editor-in-Chief of the International Journal of Business Environment (Inderscience Publishers), Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals' special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce. Concepts and cases (3rd Edition) (Prentice Hall/Financial Times). Likewise, he has published more than 70 papers in international journals and conferences proceedings. Rafael Anaya-Sanchez, Ph.D., is Assistant Professor of Marketing at the University of Málaga, Spain. His research and teaching interests include Social Web, online communities, retailing, and e-commerce.

Introduction.- Evolution of the Web.- Foundations and Structure of the Social Web.- Utitlity of the Social Web for Business.- Evolution of the Marketing Mind-set and the Value-creation Process.- Brand and Social Web.- Conceptual Approach to Community, Virtual Community and Online Brand Community.- Types of Virtual Communities and Virtual Brand Communities.- Consumers' Motivations to Participate in Virtual Brand Communities.- Factors Influencing Members' Engagement with Virtual Brand Communities.- Value Creation in Virtual Brand Communities.- Creating and Developing Virtual Brand Communities: Some Practical Guidelines.

Erscheinungsdatum	20.12.2018
Reihe/Serie	Progress in IS
Zusatzinfo	VIII, 253 p. 5 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	409 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Branding • E-Business • E-Commerce • online brand communities • Social Web • Virtual community
ISBN-10	3-319-79684-4 / 3319796844
ISBN-13	978-3-319-79684-0 / 9783319796840
Zustand	Neuware