The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Creation and Management of Online Brand Communities
Abstract
Online brand communities are a specific type of virtual community, which gather admirers and consumers of a given brand on the web. Their captivating nature, plus their marketing effectiveness compared to their costs are attracting the interest of both researchers and marketing/brand managers. This chapter intends to identify, describe and analyse the main issues concerning their creation and effective management.
Related Content
Tamara Leigh Wandel.
© 2023.
22 pages.
|
Berceste Gülçin Özdemir.
© 2023.
10 pages.
|
Shalini Ramdeo, Riann Singh.
© 2023.
16 pages.
|
Umut Çıvgın.
© 2023.
19 pages.
|
Kadriye Özyazıcı.
© 2023.
20 pages.
|
Desmond Onyemechi Okocha, Sienne Ozioma Okpor.
© 2023.
12 pages.
|
Nor Hazlina Hashim, Muhammad Emeer Nor Azhar, Marshina Juliza Mohd Hasim, Zaridah Abdullah.
© 2023.
16 pages.
|
|
|