Digital Marketing Strategies for Value Co-Creation: Models and Approaches for Online Brand Communities

Ozuem, Wilson; Willis, Michelle

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers’ response to active engagement in such communities.

Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Details

Published by: Palgrave Macmillan

Publication Date: 2025-05-30

Format: Hardcover

ISBN-13: 9783031846120

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

Dimensions: 210cm x148cm

Pages: 311