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The Creation and Management of Online Brand Communities

The Creation and Management of Online Brand Communities

Paola Falcone
Copyright: © 2014 |Pages: 13
ISBN13: 9781466659421|ISBN10: 1466659424|EISBN13: 9781466659438
DOI: 10.4018/978-1-4666-5942-1.ch008
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MLA

Falcone, Paola. "The Creation and Management of Online Brand Communities." Cyber Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2014, pp. 131-143. https://doi.org/10.4018/978-1-4666-5942-1.ch008

APA

Falcone, P. (2014). The Creation and Management of Online Brand Communities. In I. Management Association (Ed.), Cyber Behavior: Concepts, Methodologies, Tools, and Applications (pp. 131-143). IGI Global. https://doi.org/10.4018/978-1-4666-5942-1.ch008

Chicago

Falcone, Paola. "The Creation and Management of Online Brand Communities." In Cyber Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 131-143. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5942-1.ch008

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Abstract

Online brand communities are a specific type of virtual community, which gather admirers and consumers of a given brand on the web. Their captivating nature, plus their marketing effectiveness compared to their costs are attracting the interest of both researchers and marketing/brand managers. This chapter intends to identify, describe and analyse the main issues concerning their creation and effective management.

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