Extent: | 1 Online-Ressource(14 PDFs (ix, 189 pages)) |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web Chapter 1. The concept of brand identity: internal perspective -- Chapter 2. The concept of social media: the functional building blocks -- Chapter 3. Managing brands through social media: storytelling in social media-based brand communities -- Chapter 4. Social media branding strategy: social media marketing approach -- Chapter 5. Branded content on social media: help brands to stay healthy -- Chapter 6. The role of social media in special types of brand building: destination branding, personal branding, and employer branding through social media -- Chapter 7. The impact of social media on brand loyalty: achieving "e-trust" through engagement Also available in print. |
ISBN: | 978-1-5225-5144-7 ; 978-1-5225-5143-0 ; 1-5225-5143-3 |
Other identifiers: | 10.4018/978-1-5225-5143-0 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012393035