Can I read Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities on EtoBox?

Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities by Wilson Ozuem, Michelle Willis is a nonfiction available to read on EtoBox.

What is Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities about?

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment

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Author

Wilson Ozuem, Michelle Willis

Publisher

Palgrave Macmillan

Published

2022

Language

EN

ISBN

9783030944438

Category

nonfiction

Subjects

Marketing, Design, Management