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

by Michelle Willis and Wilson Ozuem

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions...

• Format: Paperback
• Language: English
• ISBN: 3030944468
• ISBN13: 9783030944469
• Release Date: March 2023
• Publisher: Palgrave MacMillan
• Length: 248 Pages
• Weight: 0.71 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"