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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

Ozuem, Wilson; Willis, Michelle - 2022

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

Persistent link: https://www.econbiz.de/10013167257

Introducing branded communities in sport for building strong brand relations in social media

Popp, Bastian; Woratschek, Herbert - In: Sport management review 19 (2016) 2, pp. 183-197

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Antecedents of value co-creation activities for online fashion brands

Thomas, Lauren Josie; Brooks, Simon; McGouran, Cathy - In: Journal of strategic marketing 28 (2020) 5, pp. 384-398

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Indian women and Facebook apparels brand communities : a study with reference to Koovs, Myntra and Shein

Kanupriya - In: International journal of technology marketing : IJTMkt 15 (2021) 2/3, pp. 316-331

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Customer participation in firm-initiated activities via social media : understanding the role of experiential value

Quach, Sara; Shao, Wei; Ross, Mitchell; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 132-141

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Examining ePWOM-purchase intention link in Facebook brand fan pages : trust beliefs, value co-creation and brand image as mediators

Rao, Kunja Sambashiva; Rao, Bramhani; Acharyulu, G. V. R. K. - In: IIMB management review 33 (2021) 4, pp. 309-321

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Building value co-creation with social media marketing, brand trust, and brand loyalty

Sohaib, Muhammad; Han, Heesup - In: Journal of retailing and consumer services 74 (2023), pp. 1-11

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Developing a multi-dimensional measure of hotel brand customers' online engagement behaviors to capture non-transactional value

Shin, Hakseung; Perdue, Richard R. - In: Journal of travel research : a quarterly publication of … 62 (2023) 3, pp. 593-609

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Social media marketing and brand loyalty among online shoppers in Anambra State, Nigeria : mediating effect of brand awareness

Ezenwafor, Ebuka Christian; Ayodele, Adeola A.; … - In: Journal of electronic commerce in organizations : the … 19 (2021) 3, pp. 16-27

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Enhancing social media engagement by the hospitality industry : the power of customer experience dimensions

Gómez-Suárez, Mónica; Veloso, Mónica - In: Journal of vacation marketing 30 (2024) 2, pp. 311-326

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