La relación de identificación consumidores- marca en Redes Sociales-

• Autores: Ana Machado
• Localización: Comunicación y desarrollo en la era digital: congreso AE-IC. 3, 4 y 5 de febrero de 2010, 2010, ISBN 978-84-614-2818-2, pág. 110
• Idioma: español
• Texto completo no disponible (Saber más ...)
• Resumen

  • Social Networking describes the phenomena found in, participatory and self - expressive Web sites � such as YouTube, MySpace, Facebook � where members/participants expose, discuss, reveal, and expound on their personal lives, activ ities, hopes, dreams, and even fantasies for others to see and marvel upon.

    Online communities represent a growing class of marketplace communities where participants can provide and exchange information on products, services, or common interests.

    Brands are, or have been, the commercial enterprises� approach to building social networks They have created brand cohorts through logos, colours, and clever icons All of these �brands,� and the imagery and mystics behind them, have really been nothing more tha n attempts by the marketer to create a social network that was accepted and that engaged people to purchase or continued to purchase products or services.

    Companies are increasingly using online communities to create value for the firm and their customers .

    Ensuring that brand activity is relevant to a social network�s core audience is crucial for advertisers wanting to tap into niche communities In this project we develop a framework that explores the process of how a firm�s online community enhances cons umers� brand commitment Key Words: Brand Commitment; Online Communities; Online Communities Commitment; Social Networking;