{"product_id":"digital-marketing-strategies-for-value-co-creation-models-and-approaches-for-online-brand-communities-9783030944438","title":"Digital Marketing Strategies for Value Co-Creation: Models and Approaches for Online Brand Communities","description":"\u003cp\u003e • Author(s): Wilson Ozuem\u003cbr\u003e • Publisher: Springer\u003cbr\u003e • Publisher Imprint: Palgrave MacMillan\u003cbr\u003e • BISAC: E-Commerce - Online Trading\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003eOnline brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs' through content that offers members the quality of engagement they seek.\u003c\/p\u003e\u003cp\u003eThis book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers' response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. \u003c\/p\u003e\u003cp\u003eBalancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWilson Ozuem's\u003c\/b\u003e area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMichelle Willis's\u003c\/b\u003e expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the \u003ci\u003eAmerican Marketing Association\u003c\/i\u003e and the \u003ci\u003eEuropean Marketing Academy\u003c\/i\u003e.\u003c\/p\u003e","brand":"Springer","offers":[{"title":"Hardcover","offer_id":45277851844759,"sku":"9783030944438","price":7731.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783030944438.webp?v=1769289360","url":"https:\/\/atlanticbooks.com\/products\/digital-marketing-strategies-for-value-co-creation-models-and-approaches-for-online-brand-communities-9783030944438","provider":"Atlantic Books","version":"1.0","type":"link"}