{"product_id":"9781606499405","title":"Fostering Brand Community Through Social Media","description":"This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.","brand":"Business Expert Pr","offers":[{"title":"Default Title","offer_id":47056300802288,"sku":"9781606499405","price":59.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781606499405_p0.jpg?v=1763831528","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781606499405","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}