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Online Brand Communities

Using the Social Web for Branding and Marketing

  • Francisco J. Martínez-López
  • Rafael Anaya
  • Rocio Aguilar
  • Sebastián Molinillo

Part of the Progress in IS book series (PROIS)

Table of contents

  1. Front Matter
    Pages i-viii
  2. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 1-4
  3. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 5-15
  4. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 17-44
  5. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 45-64
  6. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 65-85
  7. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 87-105
  8. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 107-124
  9. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 125-140
  10. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 141-161
  11. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 163-188
  12. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 189-205
  13. Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
    Pages 207-215
  14. Back Matter
    Pages 217-253

About this book

Introduction

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.                                                                                             

Keywords

branding e-business e-commerce online brand communities social web virtual community

Authors and affiliations

  • Francisco J. Martínez-López
    • 1
  • Rafael Anaya
    • 2
  • Rocio Aguilar
    • 3
  • Sebastián Molinillo
    • 4
  1. 1.Deptartment of Business Administration, University of Granada Granada, SpainMarketing Group, Open University of CataloniaBarcelonaSpain
  2. 2.Department of Economics and Business AdministrationUniversity of MalagaMalagaSpain
  3. 3.Department of Economics and Business AdministrationUniversity of MalagaMalagaSpain
  4. 4.Department of Economics and Business AdministrationUniversity of MalagaMalagaSpain

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-24826-4
  • Copyright Information Springer International Publishing Switzerland 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-24824-0
  • Online ISBN 978-3-319-24826-4
  • Series Print ISSN 2196-8705
  • Series Online ISSN 2196-8713
  • Buy this book on publisher's site
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