Digital Marketing Strategies for Value Co-Creation 2e : Models and Approaches for Online Brand Communities

by Wilson Ozuem, Michelle Willis

1. Introduction and Overview -- 2. Segmentation in Data-Driven Online Brand Communities -- 3. Participation and Customer Involvement -- 4. Online Brand Communities and Loyalty Intentions -- 5. Consumer Engagement -- 6. Social Identity and OBCs -- 7. Brand and Customer Loyalty in OBCs -- 8. Brand Relationship and Engagement -- 9. Managing Service Failure and Recovery and OBCs -- 10. Value Co-Creation Sphere -- 11. Influencer Marketing -- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.

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Year of publication:	2025 ; 2nd ed. 2025.
Authors:	Ozuem, Wilson ; Willis, Michelle
Publisher:	2025.: Cham : Springer Nature Switzerland 2025.: Cham : Imprint: Palgrave Macmillan
Subject:	Influencer marketing \| Digital Marketing \| Online Brand Communities \| Value Co-creation \| Brand Relationship and Customer Loyalty \| Marketingmanagement \| Marketing management \| Online-Marketing \| Internet marketing \| Social Web \| Social web \| Markenführung \| Brand management \| Beziehungsmarketing \| Relationship marketing \| Kundenintegration \| Customer integration \| Markenartikel \| Brand \| Kundenbindung \| Customer retention \| Markentreue \| Brand loyalty \| Konsumentenverhalten \| Consumer behaviour \| Betriebliche Wertschöpfung \| Value creation

Extent:	1 Online-Ressource (XXI, 311 p. 13 illus.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-031-84613-7 ; 978-3-031-84612-0 ; 978-3-031-84614-4 ; 978-3-031-84615-1
Other identifiers:	10.1007/978-3-031-84613-7 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015408960