Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

by Wilson Ozuem, Michelle Willis

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty in online brand communities -- Chapter 7: Brand relationship and engagement -- Chapter 8: Managing service failure and recovery and online brand communities -- Chapter 9: Value co-creation sphere -- Chapter 10: Influencer marketing.

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Year of publication:	2022
Authors:	Ozuem, Wilson ; Willis, Michelle
Publisher:	2022.: Cham : Springer International Publishing 2022.: Cham : Imprint: Palgrave Macmillan
Subject:	customer loyalty \| facebook \| relationship marketing \| social infliuence \| co-creation value \| Beziehungsmarketing \| Relationship marketing \| Social Web \| Social web \| Marketingmanagement \| Marketing management \| Online-Marketing \| Internet marketing \| Kundenintegration \| Customer integration \| Kundenbindung \| Customer retention \| Betriebliche Wertschöpfung \| Value creation \| Kundenwert \| Customer value \| Markenführung \| Brand management

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Extent:	1 Online-Ressource (XVII, 248 p. 10 illus.)
Series:	Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-94444-5 ; 978-3-030-94443-8 ; 978-3-030-94445-2 ; 978-3-030-94446-9
Other identifiers:	10.1007/978-3-030-94444-5 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013167257