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

Online brand communities (OBCs) are essential for developing marketing strategy, but it is unclear how marketers can effectively utilize these platforms to enhance and develop consumer engagement. 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.

Format: Paperback / softback
Length: 248 pages
Publication date: 23 March 2023
Publisher: Springer Nature Switzerland AG

Online brand communities (OBCs) hold immense significance in the realm of marketing strategy, yet the challenge lies in effectively harnessing these platforms to enhance and foster consumer engagement. A thriving OBC should foster a sense of connection among members, both with the brand and among themselves, while creating a distinction between community members and those outside. It should also embrace rituals and traditions that unite members based on a shared commonality, and encourage moral responsibility in contributing to the community. Recognizing the active role played by brands in driving engagement within OBCs, this book delves into contemporary digital marketing challenges within these communities. It provides a comprehensive analysis of consumers' responses to active participation, engagement, and online conversations, shedding light on how brands can leverage these dynamics to shape their marketing strategies. Furthermore, the book explores how OBCs strengthen the co-creation of value, offering valuable insights for scholars, students, and practitioners alike. By combining theoretical frameworks with practical approaches, this book addresses an important yet overlooked area of digital marketing strategy, providing a valuable resource for those seeking to understand and optimize the impact of online brand communities on consumer engagement and brand value.

Weight: 354g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030944469
Edition number: 1st ed. 2022