Digital Marketing Strategies for Value Co-creation

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University of Cumbria
Michelle Willis: University of Cumbria

in Springer Books from Springer

Date: 2022
ISBN: 978-3-030-94444-5
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Chapters in this book:

Ch 1 Introducing Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 2 Participation and Customer Involvement

Wilson Ozuem and Michelle Willis

Ch 3 Online Brand Communities and Loyalty Intentions

Wilson Ozuem and Michelle Willis

Ch 4 Consumer Engagement

Wilson Ozuem and Michelle Willis

Ch 5 Social Identity and Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 6 Brand and Customer Loyalty in Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 7 Brand Relationship and Engagement

Wilson Ozuem and Michelle Willis

Ch 8 Managing Service Failure and Recovery and Online Brand Communities

Wilson Ozuem and Michelle Willis

Ch 9 Value Co-creation Sphere

Wilson Ozuem and Michelle Willis

Ch 10 Influencer Marketing

Wilson Ozuem and Michelle Willis

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DOI: 10.1007/978-3-030-94444-5

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