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Publikacja w czasopiśmie

Typ:

artykuły w czasopismach

Opublikowano w:

Journal of Research in Interactive Marketing nr 13, strony 437 - 463,
ISSN: 2040-7122

Język:

angielski

Rok wydania:

2019

Opis bibliograficzny:

Kucharska W.: Online brand communities’ contribution to digital business models// Journal of Research in Interactive Marketing -Vol. 13,iss. 4 (2019), s.437-463

DOI:

Cyfrowy identyfikator dokumentu elektronicznego (otwiera się w nowej karcie) 10.1108/jrim-05-2018-0063

Bibliografia: test

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94. Digital marketing has more and more influence on long-term value creation in a company (Joshi and Hanssens, 2010). otwiera się w nowej karcie
95. Online communities can offer tangible and intangible values to the business (Iskoujina et al. 2017). Tangible benefits are primarily financial and are related to the sales of products and services. Intangible benefits include those such as positive word-of-mouth, creation of more effective market segments, increasing website traffic, providing better product support and service delivery (Porter, 2004;
96. Spaulding, 2010) or sustaining stakeholder relationships by building trust and in other ways, including increasing brand awareness and commitment, and adding value by sharing the company's content (Macaulay et al., 2007). otwiera się w nowej karcie
97. A limited number of studies have focused on commercial opportunities that online communities provide and the ways by which to integrate these opportunities into a coherent business model (Iskoujina et al., 2017). otwiera się w nowej karcie
98. Consumer identity and brand identification affect brand value co-creation (Skålén et al., 2015).
99. When consumers interact with brands they co-create brand production: brand identity, reputation and generally support their offer (Black and Veloutsou, 2017). otwiera się w nowej karcie
100. The key challenge for social media managers today is transforming consumer-community interactions into relations remunerative for the company (Coelho et al., 2018).

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