Brand communities embedded in social networks☆

@inproceedings{Zaglia2013BrandCE,
  title={Brand communities embedded in social networks☆},
  author={Melanie E. Zaglia},
  booktitle={Journal of business research},
  year={2013}
}
Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social… CONTINUE READING
Highly Influential
This paper has highly influenced 14 other papers. REVIEW HIGHLY INFLUENTIAL CITATIONS
Highly Cited
This paper has 130 citations. REVIEW CITATIONS
Tweets
This paper has been referenced on Twitter 8 times. VIEW TWEETS

From This Paper

Topics from this paper.

Citations

Publications citing this paper.
Showing 1-10 of 44 citations

131 Citations

02040'14'16'18
Citations per Year
Semantic Scholar estimates that this publication has 131 citations based on the available data.

See our FAQ for additional information.