Digital Marketing Strategies for Value Co-Creation: Models and Approaches for Online Brand Communities

by Wilson Ozuem and Michelle Willis

1) Online brand communities: introduction and context

This chapter sets the scene by setting out a number of reasons why an online brand community (OBC) is an integral part of digital marketing strategy. This chapter explains and discusses the relevance of OBCs and how a detailed knowledge of them could enhance the creation of an effective digital marketing strategy. The evolution from material consumption to information consumption, knowledge...

• Format: Hardcover
• Language: English
• ISBN: 3030944433
• ISBN13: 9783030944438
• Release Date: March 2022
• Publisher: Palgrave MacMillan
• Length: 248 Pages
• Weight: 1.04 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"