Welcome to the InfoSci Platform
Reference Hub6
Social Media and Online Brand Communities

Social Media and Online Brand Communities

Madina Ansarin, Wilson Ozuem
Copyright: © 2015 |Pages: 27
ISBN13: 9781466665958|ISBN10: 1466665955|EISBN13: 9781466665965
DOI: 10.4018/978-1-4666-6595-8.ch001
Cite Chapter Cite Chapter

MLA

Ansarin, Madina, and Wilson Ozuem. "Social Media and Online Brand Communities." Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, edited by Gordon Bowen and Wilson Ozuem, IGI Global, 2015, pp. 1-27. https://doi.org/10.4018/978-1-4666-6595-8.ch001

APA

Ansarin, M. & Ozuem, W. (2015). Social Media and Online Brand Communities. In G. Bowen & W. Ozuem (Eds.), Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities (pp. 1-27). IGI Global. https://doi.org/10.4018/978-1-4666-6595-8.ch001

Chicago

Ansarin, Madina, and Wilson Ozuem. "Social Media and Online Brand Communities." In Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, edited by Gordon Bowen and Wilson Ozuem, 1-27. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-6595-8.ch001

Export Reference

Mendeley
Favorite

Abstract

It is widely recognised that a better understanding of social media and its implications is essential for formulating effective branding strategies in evolving Computer-Mediated Marketing Environments (CMMES). However, few studies have examined how social media influences brand image in the luxury sector. The current study intends to examine whether increased exposure through social media influences brand image in technologically infused marketing environments. Drawing on extant literature from various perspectives (in areas such as marketing, information management, and communications studies), this chapter examines exposure to social media and how this influences consumer perceptions of luxury fashion brands. The current analysis develops a critical examination of social media and the perceived prevalence on brand image by elucidating overwhelming perspectives in the evolving technological marketing environments.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.