Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Content Strategy

Multidisciplinary Perspectives on Media Fandom
Creating content to drive consumer brand engagement to reach organizational goals.
Published in Chapter:
Brand Fandom Insights: Marketing Themes and Trends From Practitioners
Melanie B. Richards (East Tennessee State University, USA) and Stephen W. Marshall (East Tennessee State University, USA)
Copyright: © 2020 |Pages: 24
DOI: 10.4018/978-1-7998-3323-9.ch019
The goal of this chapter is to discuss themes and trends, from a marketing practitioner's perspective, regarding the importance of brand fandom and how it is managed in a media-rich environment. With the rise of digital media and the evolving changes in our media ecosystem, fans have the ability to be more engaged with their favorite brands and their respective brand fan communities than ever before. This chapter produces original research with viewpoints from expert practitioners representing multiple “cult” brands, cause brands, and media organizations built to enable and serve fans and their favorite brands.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Artificial Intelligence Trends and Perceptions: Content Strategy and the Customer Journey
How an organization uses content (e.g., digital and nondigital communications) to meet both strategic business goals and objectives, while also effectively delivering against audience needs.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR