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Online brand communities: Value creating capabi...
44,98 € *
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This study examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Following four value creating practices are discovered: 'exchanging brand narratives', 'celebrating brand love', 'support and information resource', and 'pressure valve for discontent'. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers, besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers lives. This study extends research on brand communities and the findings enhance understanding why/how consumers engage online with brands and other members.

Anbieter: Dodax AT
Stand: 19.01.2020
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How To Use Facebook to Create Virtual Brand Com...
66,80 € *
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During the past few years, many books and articles have treated the subject of virtual communities as plausible solution to a demanding and unpredictable consumer. However, few authors have investigated this phenomenon in the context of an epoch where social networking site Facebook dominates the online world. Thus, this book explores through the postmodern lenses, the potential of building virtual brand communities on the hosting platform Facebook. Combining theories from three different areas, this investigation systemizes a series of theoretical and practical aspects related to the companies' pressing need of entering Facebook. It should be particularly of interest for Communications and Marketing professionals, but also to anyone else who may be considering utilizing virtual communities for marketing purposes.

Anbieter: Dodax AT
Stand: 19.01.2020
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How To Use Facebook to Create Virtual Brand Com...
64,90 € *
ggf. zzgl. Versand

During the past few years, many books and articles have treated the subject of virtual communities as plausible solution to a demanding and unpredictable consumer. However, few authors have investigated this phenomenon in the context of an epoch where social networking site Facebook dominates the online world. Thus, this book explores through the postmodern lenses, the potential of building virtual brand communities on the hosting platform Facebook. Combining theories from three different areas, this investigation systemizes a series of theoretical and practical aspects related to the companies' pressing need of entering Facebook. It should be particularly of interest for Communications and Marketing professionals, but also to anyone else who may be considering utilizing virtual communities for marketing purposes.

Anbieter: Dodax
Stand: 19.01.2020
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Kaesler, C: Facebook-Fanpages als Brand Communi...
22,99 € *
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Erscheinungsdatum: 21.10.2013, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Facebook-Fanpages als Brand Communities? Eine theoretische Analyse, Auflage: 1. Auflage von 2013 // 1. Auflage, Autor: Kaesler, Carolin, Verlag: GRIN Publishing, Sprache: Deutsch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 56, Gewicht: 98 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 19.01.2020
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Postolache, Petronela: How To Use Facebook to C...
64,90 € *
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Erscheinungsdatum: 01.04.2018, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: How To Use Facebook to Create Virtual Brand Communities?, Autor: Postolache, Petronela // Iamandi, Corina Diana, Verlag: GlobeEdit, Sprache: Englisch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 172, Informationen: Paperback, Gewicht: 274 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 19.01.2020
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Exploring The Relationship Between Purpose Bran...
50,40 € *
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The purpose of the research in this book is to find out the relationship between a brand s job focus and its related brand equity. Brand equity is a multi-dimensional construct subdivided into 5 dimensions, to achieve our purpose we did secondary research and selected Facebook as our purpose brand. In order to aid our research we have used qualitative as well as quantitative tools. We began with structuring a moderator s guideline in order to conduct a focus group. We had open ended questions in the moderator s guideline so that we can come up with some hypotheses and get enriched with the insights from our selected respondents. After the analysis by qualitative and quantitative approaches, it was ascertained that Facebook s job focus is social engagement. For this reason, purpose brand and brand equity of Facebook is very high.

Anbieter: Dodax AT
Stand: 19.01.2020
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Exploring The Relationship Between Purpose Bran...
49,00 € *
ggf. zzgl. Versand

The purpose of the research in this book is to find out the relationship between a brand s job focus and its related brand equity. Brand equity is a multi-dimensional construct subdivided into 5 dimensions, to achieve our purpose we did secondary research and selected Facebook as our purpose brand. In order to aid our research we have used qualitative as well as quantitative tools. We began with structuring a moderator s guideline in order to conduct a focus group. We had open ended questions in the moderator s guideline so that we can come up with some hypotheses and get enriched with the insights from our selected respondents. After the analysis by qualitative and quantitative approaches, it was ascertained that Facebook s job focus is social engagement. For this reason, purpose brand and brand equity of Facebook is very high.

Anbieter: Dodax
Stand: 19.01.2020
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Brettspiel Detective Stories - Fall 1: Das Feue...
30,99 € *
zzgl. 5,95 € Versand

Ein folgenschwerer Brand in der Stadt Adlerstein fordert ein Menschenleben. Wegen Brandstiftung mit fatalen Folgen wird ein Journalist angeklagt. Er sammelte zahlreiche Beweise mit dem Ziel, seine Unschuld zu beweisen. Du musst ermitteln, ob er die Wahrheit sagt, und den wahren Verbrecher finden. Werde als echter Detektiv tätig! Das Spiel ist als realistischer Kriminalfall angelegt und erfordert Untersuchungen ähnlich denen, die von der Kriminalpolizei im wirklichen Leben durchgeführt werden. Das Spiel findet mit realen Gegenständen und Objekten statt (es ist kein Kartenspiel!). Internetzugang und ein Facebook-Account sind erforderlich!

Anbieter: Versandhaus Klingel
Stand: 19.01.2020
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Looking And Liking: Applying Information Proces...
56,50 € *
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This study applied the Limited Capacity Model (Lang, 2000) to understand how individuals' process their Facebook pages. It is an eye tracking study that collected data from students at a Midwestern university to analyze how individuals process, encode, store and retrieve posts from their Facebook pages, specifically suggested/sponsored posts that are integrated into their newsfeed and targeted to them based on known information. The individuals explored their Facebook pages and were asked to recall the brands or advertisements they were first exposed to on their page. The results from eye tracking were used to analyze how they oriented to and whether they attended to the targeted message. The data collected from this study lays a foundation for how these types of messages are processed for future marketing initiatives and which factors to consider when strategically targeting an audience via a Facebook suggested/ sponsored post. This study found that individuals who liked the brand in their Facebook suggested/sponsored post were able to recall and recognize the brand more than individuals who disliked the brand in their Facebook suggested/sponsored post.

Anbieter: Dodax AT
Stand: 19.01.2020
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