Authors:
- Introduces the concept of online brand communities, together with a wealth of examples
- Embeds the social web in a marketing and e-commerce context
- Includes a dedicated chapter on value creation through online brand communities
- Includes supplementary material: sn.pub/extras
Part of the book series: Progress in IS (PROIS)
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Table of contents (12 chapters)
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Front Matter
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Back Matter
About this book
Authors and Affiliations
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Deptartment of Business Administration, University of Granada Granada, Spain, Marketing Group, Open University of Catalonia, Barcelona, Spain
Francisco J. Martínez-López
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Department of Economics and Business Administration, University of Malaga, Malaga, Spain
Rafael Anaya, Rocio Aguilar, Sebastián Molinillo
About the authors
Rafael Anaya-Sanchez, Ph.D., is Assistant Professor of Marketing at the University of Málaga, Spain. His research and teaching interests include Social Web, online communities, retailing, and e-commerce.
Rocío Aguilar-Illescas, Ph.D., is Assistant Professor of Marketing at the University of Málaga, Spain. His research interests are social networks, online brand communities, branding and retailing.
Sebastian Molinillo (Ph.D.) has been an Associate Professor of Marketing at the University of Malaga (Spain) since 2002. He particularly enjoys teaching retail management in undergraduate studies, as well as distribution channels and mobile marketing in Masters’ programs.His key research interests lie in branding, consumer behaviour and social media. Also he supervises PhD students whose topics include: online brand communities, corporate social responsibility, online reputation, mobile marketing and multichannel marketing. In these topics he has presented research papers at national and international conferences, as well as published papers in peer-review journals. The international texts Retail Management and Town Centre Management are two of six books he has published. Sebastian’s practical experience is derived from his consultancy work in both the retail and tourism sectors. He has undertaken research projects for organisations such as the Spanish Ministry of Economy and Competitiveness, the Andalusia Regional Government and the Retail Confederation of Andalusia.Bibliographic Information
Book Title: Online Brand Communities
Book Subtitle: Using the Social Web for Branding and Marketing
Authors: Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo
Series Title: Progress in IS
DOI: https://doi.org/10.1007/978-3-319-24826-4
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer International Publishing Switzerland 2016
Hardcover ISBN: 978-3-319-24824-0Published: 18 December 2015
Softcover ISBN: 978-3-319-79684-0Published: 27 March 2019
eBook ISBN: 978-3-319-24826-4Published: 11 December 2015
Series ISSN: 2196-8705
Series E-ISSN: 2196-8713
Edition Number: 1
Number of Pages: VIII, 253
Number of Illustrations: 5 illustrations in colour
Topics: Marketing, e-Commerce/e-business, IT in Business