Digital marketing strategies for value co-creation: models and approaches for online brand communities

Ozuem, Wilson and Willis, Michelle (2022) Digital marketing strategies for value co-creation: models and approaches for online brand communities. Palgrave Macmillan, Cham, Switzerland. Full text not available from this repository.

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Official URL: https://doi.org/10.1007/978-3-030-94444-5

Abstract

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.

Item Type: Book
Publisher: Palgrave Macmillan
ISBN: 9783030944438
Departments: Departments > Institute of Business, Industry and Leadership > Business
Depositing User: Insight Administrator
Date Deposited: 10 May 2022 11:09
Last Modified: 10 Aug 2022 08:42
URI: https://insight.cumbria.ac.uk/id/eprint/6454

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