An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual c

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their c

Create a Culture of Belonging! Strong cultures help people support one another, share their passions, and achieve big goals. And such cultures of belonging aren

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteris

What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and techn