"This book includes a collection of articles focusing on the widely-observed fandom phenomenon existing in contemporary consumer culture from multi-discipline perspective. It explores the characteristics fandom and the impact of fandom on any human activities, especially in brand building"--

"This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--Provided by...