Verfügbarkeit: Online Brand Communities | Technische Universität München

Online Brand Communities: Using the Social Web for Branding and Marketing

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Beteiligte Personen:	Martínez-López, Francisco J. (VerfasserIn), Anaya-Sánchez, Rafael (VerfasserIn), Aguilar-Illescas, Rocio (VerfasserIn), Molinillo, Sebastián (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	Englisch
Veröffentlicht:	Cham Springer 2016
Schriftenreihe:	Progress in IS
Schlagwörter:	Business Marketing Information technology Business / Data processing E-commerce Business and Management e-Commerce/e-business IT in Business Datenverarbeitung Wirtschaft Online-Community Soziale Software Markenpolitik
Links:	https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 https://doi.org/10.1007/978-3-319-24826-4 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634693&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634693&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	1 Online-Ressource (VIII, 253 Seiten) 5 Illustrationen (farbig)
ISBN:	9783319248264
ISSN:	2196-8705
DOI:	10.1007/978-3-319-24826-4

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Datensatz im Suchindex

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adam_text	ONLINE BRAND COMMUNITIES / MARTINEZ-LOPEZ, FRANCISCO J. : 2016 TABLE OF CONTENTS / INHALTSVERZEICHNIS 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. DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT. ONLINE BRAND COMMUNITIES / MARTINEZ-LOPEZ, FRANCISCO J. : 2016 ABSTRACT / INHALTSTEXT 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. DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
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author	Martínez-López, Francisco J. Anaya-Sánchez, Rafael Aguilar-Illescas, Rocio Molinillo, Sebastián
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id	DE-604.BV043211554
illustrated	Illustrated
indexdate	2024-12-20T17:31:17Z
institution	BVB
isbn	9783319248264
issn	2196-8705
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-028634693
oclc_num	934183796
open_access_boolean
owner	DE-2070s DE-1043 DE-Aug4 DE-573 DE-1049 DE-703 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-739 DE-824 DE-M347 DE-898 DE-BY-UBR DE-634 DE-1046 DE-83 DE-859 DE-861 DE-523 DE-355 DE-BY-UBR DE-706
owner_facet	DE-2070s DE-1043 DE-Aug4 DE-573 DE-1049 DE-703 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-739 DE-824 DE-M347 DE-898 DE-BY-UBR DE-634 DE-1046 DE-83 DE-859 DE-861 DE-523 DE-355 DE-BY-UBR DE-706
physical	1 Online-Ressource (VIII, 253 Seiten) 5 Illustrationen (farbig)
psigel	ZDB-2-BUM ZDB-2-BUM_2016
publishDate	2016
publishDateSearch	2016
publishDateSort	2016
publisher	Springer
record_format	marc
series2	Progress in IS
spellingShingle	Martínez-López, Francisco J. Anaya-Sánchez, Rafael Aguilar-Illescas, Rocio Molinillo, Sebastián Online Brand Communities Using the Social Web for Branding and Marketing Business Marketing Information technology Business / Data processing E-commerce Business and Management e-Commerce/e-business IT in Business Datenverarbeitung Wirtschaft Online-Community (DE-588)1071012568 gnd Soziale Software (DE-588)7550143-0 gnd Markenpolitik (DE-588)4144679-3 gnd
subject_GND	(DE-588)1071012568 (DE-588)7550143-0 (DE-588)4144679-3
title	Online Brand Communities Using the Social Web for Branding and Marketing
title_auth	Online Brand Communities Using the Social Web for Branding and Marketing
title_exact_search	Online Brand Communities Using the Social Web for Branding and Marketing
title_full	Online Brand Communities Using the Social Web for Branding and Marketing Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
title_fullStr	Online Brand Communities Using the Social Web for Branding and Marketing Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
title_full_unstemmed	Online Brand Communities Using the Social Web for Branding and Marketing Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
title_short	Online Brand Communities
title_sort	online brand communities using the social web for branding and marketing
title_sub	Using the Social Web for Branding and Marketing
topic	Business Marketing Information technology Business / Data processing E-commerce Business and Management e-Commerce/e-business IT in Business Datenverarbeitung Wirtschaft Online-Community (DE-588)1071012568 gnd Soziale Software (DE-588)7550143-0 gnd Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Business Marketing Information technology Business / Data processing E-commerce Business and Management e-Commerce/e-business IT in Business Datenverarbeitung Wirtschaft Online-Community Soziale Software Markenpolitik
url	https://doi.org/10.1007/978-3-319-24826-4 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634693&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634693&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
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