Digital Marketing Strategies for Value Co-Creation 2e

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

in Springer Books from Springer

Date: 2025
Edition: Second Edition 2025
ISBN: 978-3-031-84613-7
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Chapters in this book:

Ch 1 Introducing Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 2 Customer Segmentation in Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 3 Participation and Customer Involvement

Wilson Ozuem and Michelle Willis

Ch 4 Online Brand Communities and Loyalty Intentions

Wilson Ozuem and Michelle Willis

Ch 5 Consumer Engagement

Wilson Ozuem and Michelle Willis

Ch 6 Social Identity and Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 7 Brand and Customer Loyalty in Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 8 Brand Relationship and Engagement

Wilson Ozuem and Michelle Willis

Ch 9 Managing Service Failure and Recovery and Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 10 Value Co-creation Sphere

Wilson Ozuem and Michelle Willis

Ch 11 Influencer Marketing

Wilson Ozuem and Michelle Willis

Ch 12 Artificial Intelligence and Customer Engagement: Insights and Challenges

Wilson Ozuem and Michelle Willis

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DOI: 10.1007/978-3-031-84613-7

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