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作者 Zamith Brito, Eliane Pereira., author
書名 Corporate branding in Facebook fan pages : ideas for improving your brand value / Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal
出版項 New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015
國際標準書號 9781606499436 e-book
9781606499429 paperback
book jacket
版本 First edition
說明 1 online resource (xiii, 130 pages) : illustrations
text rdacontent
computer rdamedia
online resource rdacarrier
系列 Digital and social media marketing and advertising collection, 2333-8830
Digital and social media marketing and advertising collection. 2333-8830
附註 Includes bibliographical references (pages 117-125) and index
1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index
Access restricted to authorized users and institutions
Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks
Title from PDF title page (viewed on March 13, 2015)
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
鏈接 Print version: 9781606499429
主題 Facebook (Electronic resource)
Internet marketing
Branding (Marketing)
Corporate image
corporate brands
social media
Electronic books
Alt Author Zanette, Maria Carolina., author
Caires Abdalla, Carla., author
Ferreira, Mateus., author
Limongi, Ricardo., author
Rosenthal, Benjamin., author
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