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

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About this eTextbook

Digital Marketing Strategies for Value Co-creation Models and Approaches for Online Brand Communities 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 to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Publication details

Author: Wilson Ozuem; Michelle Willis
Publisher: Palgrave Macmillan
eText ISBN: 9783030944445, 3030944441
Print ISBN: 9783030944438, 3030944433

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About this eTextbook

Publication details

Author: Wilson Ozuem; Michelle Willis
Publisher: Palgrave Macmillan
eText ISBN: 9783030944445, 3030944441
Print ISBN: 9783030944438, 3030944433

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.