Corporate branding in Facebook fan pages ideas for improving your brand value
1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebo...
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| Format: | Elektronisch E-Book |
| Sprache: | English |
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New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2015
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| Ausgabe: | First edition |
| Schriftenreihe: | Digital and social media marketing and advertising collection
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| Online-Zugang: | DE-92 DE-863 DE-862 DE-706 URL des Erstveröffentlichers |
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| 100 | 1 | |a Zamith Brito, Eliane Pereira. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Corporate branding in Facebook fan pages |b ideas for improving your brand value |c Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| 250 | |a First edition | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) |b Business Expert Press |c 2015 | |
| 300 | |a Online-Ressource (xiii, 130 pages) | ||
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| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Digital and social media marketing and advertising collection | |
| 500 | |a Includes bibliographical references (pages 117-125) and index | ||
| 520 | |a 1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index | ||
| 520 | |a Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks | ||
| 630 | 0 | 4 | |a Facebook (Electronic resource) |
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| 700 | 1 | |a Zanette, Maria Carolina. |4 aut | |
| 700 | 1 | |a Caires Abdalla, Carla. |4 aut | |
| 700 | 1 | |a Ferreira, Mateus. |4 aut | |
| 700 | 1 | |a Limongi, Ricardo. |4 aut | |
| 700 | 1 | |a Rosenthal, Benjamin. |4 aut | |
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Datensatz im Suchindex
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| author | Zamith Brito, Eliane Pereira Zanette, Maria Carolina Caires Abdalla, Carla Ferreira, Mateus Limongi, Ricardo Rosenthal, Benjamin |
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| id | DE-604.BV045876074 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-24T07:29:31Z |
| institution | BVB |
| isbn | 9781606499436 9781606499429 |
| language | English |
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| physical | Online-Ressource (xiii, 130 pages) |
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| publishDate | 2015 |
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| publisher | Business Expert Press |
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| series2 | Digital and social media marketing and advertising collection |
| spelling | Zamith Brito, Eliane Pereira. Verfasser aut Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal First edition New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2015 Online-Ressource (xiii, 130 pages) txt rdacontent c rdamedia cr rdacarrier Digital and social media marketing and advertising collection Includes bibliographical references (pages 117-125) and index 1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image Zanette, Maria Carolina. aut Caires Abdalla, Carla. aut Ferreira, Mateus. aut Limongi, Ricardo. aut Rosenthal, Benjamin. aut Erscheint auch als Druck-Ausgabe 9781606499429 http://portal.igpublish.com/iglibrary/search/BEPB0000364.html Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Zamith Brito, Eliane Pereira Zanette, Maria Carolina Caires Abdalla, Carla Ferreira, Mateus Limongi, Ricardo Rosenthal, Benjamin Corporate branding in Facebook fan pages ideas for improving your brand value Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
| title | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_auth | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_exact_search | Corporate branding in Facebook fan pages ideas for improving your brand value |
| title_full | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_fullStr | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_full_unstemmed | Corporate branding in Facebook fan pages ideas for improving your brand value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal |
| title_short | Corporate branding in Facebook fan pages |
| title_sort | corporate branding in facebook fan pages ideas for improving your brand value |
| title_sub | ideas for improving your brand value |
| topic | Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
| topic_facet | Facebook (Electronic resource) Internet marketing Branding (Marketing) Corporate image |
| url | http://portal.igpublish.com/iglibrary/search/BEPB0000364.html |
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