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Computer-mediated marketing strategies : social media and online brand communities /

"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--Provided by publisher.

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Bowen, Gordon, 1950-; Ozuem, Wilson, 1974-
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2015]
Literature type: eBook
Language: English
Subjects:
Internet marketing > Social aspects.
Online social networks.
Social media.
Marketing > Social aspects.
Competitive advantage
Consumer behavior
Digital engagement
Digital marketing communications
Future trends in social networks
Retail store front
Stakeholder interaction
Web analytics
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-6595-8
Summary: "This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--Provided by publisher.
Carrier Form: PDFs (406 pages)
Bibliography: Includes bibliographical references.
ISBN: 9781466665965
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.36
Contents: Social media and online brand communities / Madina Ansarin, Wilson Ozuem -- Digital governance and social media engagement / Tobias Endress -- Brand trust in offline and online environments: lessons for social media / Gordon Bowen, Richard Bowen -- Cons

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