Online Brand Communities
Author
Francisco J. Martinez-Lopez
, Rafael Anaya-Sanchez
, Rocio Aguilar-Illescas
, Sebastian Molinillo
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.