Titlebook: Online Brand Communities; Using the Social Web Francisco J. Martínez-López,Rafael Anaya,Sebastián Textbook 2016 Springer International Publ

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Foundations and Structure of the Social Web,eater value to their clients. This leads to e-commerce developing to include social elements, which in turn leads to the emergence of social commerce, in which the consumer assumes a predominant role, becoming a co-creator and co-producer of the products that they themselves are going to consume (pr

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Utility of the Social Web for Business,ia have led to new challenges in measuring business results, which has in turn led to new methods and metrics. Both the volume of information and the qualitative component of data have increased; therefore, traditional methods for measuring revenues and returns on investments have become outdated..T

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Conceptual Approach to Community, Virtual Community and Online Brand Community,s. In this context, communities that revolve around brands are strengthened by the emergence of online brand communities..This chapter defines community and identifies its primary characteristics. Later, we delve deeper into the main characteristics of virtual communities, as well as brand communiti

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,Factors Influencing Members’ Engagement with Virtual Brand Communities,nd community..Finally, we will briefly explore other noteworthy elements from relevant research such as promoters of attraction and continued participation of virtual brand community members, e.g., agreements or social norms, usability, visual aesthetic, entertainment, quality and recommendations.