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

by Wilson Ozuem, Michelle Willis

Overview

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 that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek.

This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation.

Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Product Details

ISBN-13:	9783030944469
Publisher:	Springer International Publishing
Publication date:	03/24/2022
Edition description:	1st ed. 2022
Pages:	248
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Wilson Ozuem is a Professor of Digital Economy at the University of Cumbria, UK. His general area of expertise lies in digital marketing and fashion marketing, while his specific research interest concerns the impacts of emerging computer-mediated marketing environments on the fashion industry. Prof. Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People and Psychology & Marketing, and many others.

Michelle Willis is a Lecturer in Digital and e-Business at the University of Cumbria, UK. Her research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes, and online service failure and recovery strategies, in associationwith consumers of the millennial generation. She has co-authored chapters in textbooks, articles for the journal Psychology & Marketing, and conference papers in her specialist area of research that were presented at the American Marketing Association and the European Marketing Academy conferences.

Table of Contents

Chapter 1: Introducing Online Brand Communities.- Chapter 2: Participation and customer involvement.- Chapter 3: Online brand communities and loyalty intentions.- Chapter 4: Consumer engagement.- Chapter 5: Social identity and online brand communities.- Chapter 6: Brand and customer loyalty in online brand communities.- Chapter 7: Brand relationship and engagement.- Chapter 8: Managing service failure and recovery and online brand communities.- Chapter 9: Value co-creation sphere.- Chapter 10: Influencer marketing.

What People are Saying About This

From the Publisher

The book Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities is a must-read for any academic in the field of digital marketing and brand management. The book offers insights into the current state of research combined with the latest trends in digital marketing.
Professor (Dr) Elena Patten, Fashion Management, Macromedia University of Applied Sciences, Germany

The authors describe concepts and theories across multiple components of digital marketing, and provide practical recommendations for the successful usage of digital strategies. Their holistic approach offers guidelines for advancement in the digital marketing field. The content is thoughtfully and critically presented, and it opens avenues for groundbreaking online marketing strategies for researchers and practitioners.

Dr Yllka Azemi, Assistant Professor of Marketing, Indiana University Northwest, USA

This text provides an excellent discussion and understanding of digital marketing strategy and signposts the evolution OBCs. A must read for academics interested in comprehending how new technologies facilitate the integration of social identities and development of online communities.

Professor Kerry E. Howell, Deputy Faculty Pro Vice Chancellor (Business & Law) Northumbria University, UK

The authors of this book investigate and summarise value co-creation from several different theoretical perspectives, which can help brands achieve better value co-creation in their interactions with customers. The book also puts forward specific strategies and methods for influencer marketing and service failure and remediation in online brand communities. The book systematically introduces marketing models and approaches for online brand communities, and its findings have theoretical significance and can act as guidelines, which can be a great help for marketers and researchers.

Professor Xiaoting Zheng, Dean of the School of Electronic Commerce, Jiujiang University, China

Consumers are no longer mere receivers of company messages, but can act as real co-creators of brand meanings that managers cannot ignore. This book offers some novel insights into understanding how marketers and practitioners can tap into the richness of online brand communities. A very useful resource for both postgraduate and undergraduate students.

 Dr Silvia Ranfagni, Associate Professor of Marketing, University of Florence, Italy