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

by Wilson Ozuem and Michelle Willis

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1) Online brand communities: introduction and context

This chapter sets the scene by setting out a number of reasons why an online brand community (OBC) is an integral part of digital marketing strategy. This chapter explains and discusses the relevance of OBCs and how a detailed knowledge of them could enhance the creation of an effective digital marketing strategy. The evolution from material consumption to information consumption, knowledge...

Format:Hardcover

Language:English

ISBN:3030944433

ISBN13:9783030944438

Release Date:March 2022

Publisher:Palgrave MacMillan

Length:248 Pages

Weight:1.04 lbs.

Dimensions:0.6" x 5.8" x 8.3"

Related Subjects

Business Business & Investing Design Economics

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

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