Online Brand Communities: Using the Social Web for Branding and Marketing
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TL;DR
This chapter discusses the factors Influencing Members' Engagement with Virtual Brand Communities and value creation in Virtual Brand communities.
Abstract
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.