Fostering Brand Community Through Social Media

This book focuses on building and maintaining brand community in the emerging dynamic space of social media. A theoretical model encompassing brand characteristics relational factors and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore the authors discuss how online brand communities differ from and can be used to complement traditional face-to-face brand communities. Brand managers social media managers and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.