Online Brand Communities: Using the Social Web for Branding and Marketing
Gespeichert in:
| Beteiligte Personen: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Cham
Springer International Publishing AG
2016
|
| Schriftenreihe: | Progress in IS
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028763211&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | viii, 253 pages Diagramme |
| ISBN: | 9783319248240 |
| ISSN: | 2196-8705 |
Internformat
MARC
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| 650 | 4 | |a E-commerce | |
| 650 | 4 | |a Business and Management | |
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Datensatz im Suchindex
| _version_ | 1819295270480904192 |
|---|---|
| adam_text | Contents
1 Introduction..................................................... 1
2 Evolution of the Web............................................. 5
2.1 Evolution of Information and Communication Technologies ... 5
2.2 Evolution of the Web.......................................... 8
2.2.1 Web 1.0............................................... 9
2.2.2 Web 2.0; The Start of the Social Web................ 10
2.2.3 Semantic Web......................................... 12
2.2.4 Web 3.0............................................ 14
2.2.5 Web 4.0 and the Future of the Internet............... 15
3 Foundations and Structure of the Social Web...................... 17
3.1 Rationing of the Social Web................................ 17
3.2 Why Is the Social Web Used?................................ 20
3.3 Tools and Applications of the Social Web..................... 23
3.3.1 Virtual Communities.................................. 24
3.3.2 Virtual Social Networks.............................. 26
3.3.3 Blogs................................................ 30
3.3.4 Microblogs or Nanoblogging........................... 32
3.3.5 Wikis................................................ 33
3.3.6 Other Social Applications............................ 34
3.4 Visual Map of the Social Web’s Tools and Applications........ 37
3.5 Social Commerce.............................................. 39
3.5.1 What Is Social Commerce? A Conceptualization...... 39
3.5.2 Social Commerce vs. e-Commerce....................... 41
4 Utility of the Social Web for Business........................... 45
4.1 Introduction................................................. 45
4.2 Interest of the Social Web to Companies...................... 47
V
vi Contents
4.3 How to Measure a Company’s Actions on the Social Web .... 50
4.3.1 Overview............................................ 50
4.3.2 How to Calculate the Return on Investment
in the Social Media................................. 55
4.4 Risks of the Social Web for Companies..................... 58
4.5 Managerial Changes Motivated by the Social Web.............. 60
4.6 Some Data on the Companies’ Use of the Social Web......... 61
5 Evolution of the Marketing Mind-Set and the Value-Creation
Process........................................................ 65
5.1 Background.................................................. 65
5.1.1 Evolution of Business-to-Consumer Communication. . . 65
5.1.2 A New Consumer Profile.............................. 67
5.2 Marketing Mindset Evolution: From Marketing 1.0 to
Marketing 3.0............................................... 69
5.2.1 Marketing 1.0....................................... 69
5.2.2 Marketing 2.0....................................... 69
5.2.3 Marketing 3.0....................................... 72
5.3 Keys to Understanding the Value-Creation Process
in the Context of the Social Web........................... 73
5.3.1 Value-Creation: An Overview......................... 73
5.3.2 Value-Creation on the Social Web.................... 74
5.4 New Ways of Connecting with Consumers on the
Social Web.................................................. 77
5.4.1 Crowdsourcing Marketing............................. 77
5.4.2 Electronic Word of Mouth (eWOM)..................... 78
5.4.3 Garnification . .................................... 81
5.4.4 Inbound Marketing................................... 83
5.4.5 Social CRM (Customer Relationship Management). . . 84
6 Brand and Social Web............................................... 87
6.1 Branding.................................................... 87
6.1.1 Traditional Branding................................ 87
6.1.2 Brand Equity........................................ 89
6.2 Evolution of Branding Towards Integrating the Social Web ... 92
6.2.1 Product Paradigm.................................... 93
6.2.2 Projective Paradigm................................. 94
6.2.3 Adaptive Paradigm................................... 95
6.2.4 Relational Paradigm................................. 95
6.2.5 Community Brand Management Paradigm................. 97
7 Conceptual Approach to Community, Virtual Community
and Online Brand Community............................... 107
7.1 Community.................................................. 107
7.2 Online Community........................................... 110
7.3 Brand Communities and Online Brand Communities..... 114
Contents
vii
7.3.1 Introduction............................................ 114
7.3.2 Conceptualization of (Virtual) Brand Communities . . . 115
7.3.3 A synthetic Overview of the Research in Brand
Communities............................................. 118
7.4 Offline Vs. Online Communities: A Brief Comparison.............. 122
8 Types of Virtual Communities and Virtual Brand Communities ... 125
8.1 Classification of Virtual Communities........................... 125
8.1.1 First Approaches to Classifying Virtual
Communities............................................. 126
8.1.2 Classification Based on Who Sponsors the Community:
Users Vs. Companies..................................... 128
8.1.3 Other Classifications................................... 130
8.2 Classifications of Virtual Brand Communities.................... 133
8.3 Anti-brand Communities.......................................... 138
8.4 An Integrative Classification of Virtual Brand Communities . . . 139
9 Consumers’ Motivations to Participate in Virtual Brand
Communities...................................................... 141
9.1 Introduction.................................................... 141
9.2 Theories Related to the Community Members* Motivations ... 143
9.2.1 Consumer Culture Theory................................. 143
9.2.2 Social Identity Theory.................................. 144
9.2.3 Theory of Planned Behavior (TPB)........................ 146
9.2.4 Sense of Virtual Community Theory....................... 147
9.2.5 Uses and Gratification Theory (UGT)..................... 148
9.2.6 Social Exchange Theory.................................. 149
9.2.7 Technology Acceptance Model............................. 149
9.2.8 Actor-Network Theory.................................... 150
9.2.9 Network Theory.......................................... 151
9.2.10 Self-Determination Theory (SDT)......................... 152
9.2.11 Lead-User Theory........................................ 153
9.3 Motivations to Join and Participate in Virtual Communities ... 153
9.4 Motivations to Enter and Participate in Virtual Brand
Communities..................................................... 158
10 Factors Influencing Members’ Engagement with Virtual Brand
Communities...................................................... 163
10.1 Backdrop........................................................ 163
10.2 Engagement with the Online Brand Community...................... 165
10.2.1 Introduction............................................ 165
10.2.2 Engagement Foundations.................................. 165
10.2.3 Conceptualizing Engagement.............................. 166
10.2.4 A Coneextualization of Engagement Within the Social
Web and Virtual Brand Communities....................... 168
Contents
viii
10.2.5 Consumers’ Identification with Brands and Virtual
Brand Communities.................................. 173
10.3 Engagement-Related Outcomes............................. 175
10.3.1 Participation in the Community..................... 176
10.3.2 Satisfaction with the Community.................... 177
10.3.3 Trust in the Community............................. 179
10.3.4 Loyalty to the Community........................... 182
10.3.5 Commitment with the Community...................... 182
10.4 Other Factors That Influence Members’ Engagement
with a Virtual Brand Community............................ 184
10.4.1 Social Norms....................................... 184
10.4.2 Usability and Aesthetics........................... 184
10.4.3 Entertainment..................................... 186
10.4.4 Quality............................................ 186
10.4.5 Recommendations.................................... 187
11 Value Creation in Virtual Brand Communities...................... 189
11.1 Introduction.............................................. 190
11.2 Implications of Value Creation in Virtual Brand Communities
for Companies............................................. 193
11.2.1 Benefits of Virtual Brand Communities
for Companies...................................... 193
11.2.2 Potential Problems and Threats of Virtual Brand
Communities for Companies.......................... 198
11.3 Consumers’ Role in Virtual Brand Communities: Prosumer
and Value Co-creation..................................... 200
11.3.1 Introduction....................................... 200
11.3.2 Value Co-creation in Virtual Brand Communities .... 201
12 Creating and Developing Virtual Brand Communities:
Some Practical Guidelines..................................... 207
12.1 Success Factors for Creating and Developing Virtual
Brand Communities......................................... 207
12.2 General Considerations for the Creation and Development
of Virtual Brand Communities.............................. 210
12.3 Overview of the Process of Creating a Virtual Brand
Community: Key Stages..................................... 213
References......................................................... 217
|
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| author | Martínez-López, Francisco J. Anaya-Sánchez, Rafael Aguilar-Illescas, Rocio Molinillo, Sebastián |
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| dewey-sort | 3658.8 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV043343361 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T17:34:07Z |
| institution | BVB |
| isbn | 9783319248240 |
| issn | 2196-8705 |
| language | English |
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| physical | viii, 253 pages Diagramme |
| publishDate | 2016 |
| publishDateSearch | 2016 |
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| publisher | Springer International Publishing AG |
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| 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 Markenpolitik (DE-588)4144679-3 gnd Online-Community (DE-588)1071012568 gnd Soziale Software (DE-588)7550143-0 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)1071012568 (DE-588)7550143-0 |
| 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 Markenpolitik (DE-588)4144679-3 gnd Online-Community (DE-588)1071012568 gnd Soziale Software (DE-588)7550143-0 gnd |
| topic_facet | Business Marketing Information technology Business / Data processing E-commerce Business and Management e-Commerce/e-business IT in Business Datenverarbeitung Wirtschaft Markenpolitik Online-Community Soziale Software |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028763211&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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