Download Online Brand Communities: Using the Social Web for Branding by Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, PDF

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By Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo

This e-book provides and analyzes the idea that of on-line model groups, an rising and fascinating subject in advertising and eCommerce. First, it lays out the rules just like the evolution of the net and the so-called Social net, its software for clients and companies, and the evolution of the promoting way of thinking to evolve the Social net. in this foundation, the e-book then provides a close research of on-line model groups, studying the idea that of digital neighborhood with a particular concentrate on digital model groups. during this context the ebook additionally explores contemporary traits concerning branding and model administration. subsequent, it proposes a class procedure for on-line model groups, making an allowance for questions just like the motivating components for shoppers to hitch, take part and remain in a neighborhood. the method of worth construction in groups is tested from either enterprise and shopper views. The ebook attracts to an in depth with a short presentation of the method largely approved for the winning improvement of on-line model groups.

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Extra info for Online Brand Communities: Using the Social Web for Branding and Marketing

Sample text

Other authors have proposed different visual maps. ). ). Foundation Orange and Internality (2007) as well as The Conversation Prism (2012) established relationship and classification maps of social applications, based primarily on the applications’ purposes and functions. Based on these contributions, together with classification systems proposed by other sources (see Constantinides & Fountain, 2008; Li & Bernoff, 2009; Safko & Brake, 2009; Tasner, 2010a; Weber, 2007), we have designed a visual map that represents the Social Web’s distinct applications and tools, their shared characteristics and their distinctive features in comparison with other versions of the Web.

On the other hand, Huang and Benyoucef (2013) have pointed out the differences between commerce and social commerce, which can be described by the following: • The business’s objectives: e-commerce is focused on maximizing efficiency with search strategies, one-click sales, catalogues and recommendations based on past purchases, while social commerce is based on social objectives, networks, collaboration and information, leaving sales as a secondary goal. • The consumer’s connection: in e-commerce the consumer interacts with the platform, while in social commerce they can have conversations with other consumers.

Additionally, Meerman (2007) reminds us that any business that wants to meet its marketing goals through social networks must keep in mind that authenticity and transparency are of paramount importance in this setting. 3 Blogs John Barrer coined the term “weblog” in 1997 from the term “log” (Mu~niz, 2010). It is believed that the first blog was created on April 1st, 1997 when Dave Winer wrote the entry of “Scripting News,” a history blog (Celaya, 2008; Villanueva, Aced, & Armelini, 2007). In 1999, Pyra Labs created Blogger, a tool that allowed the free publication of text, images, etc.

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