Full Description
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers' response to active engagement in such communities.
Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners.
Contents
1. Introduction and Overview.- 2. Segmentation in Data-Driven Online Brand Communities.- 3. Participation and Customer Involvement.- 4. Online Brand Communities and Loyalty Intentions.- 5. Consumer Engagement.- 6. Social Identity and OBCs.- 7. Brand and Customer Loyalty in OBCs.- 8. Brand Relationship and Engagement.- 9. Managing Service Failure and Recovery and OBCs.- 10. Value Co-Creation Sphere.- 11. Influencer Marketing.- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.
