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Digitale Brand Communities

Digitale Brand Communities

          
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About the Book

På hvilken måde kan digitale sociale medier styrke et brand community, og på hvilken måde influerer denne interaktion på opfattelsen af brandet? Med udgangspunkt i netværksteorier, brand communities og online branding analyseres og diskuteres forskellige potentialer omkring brugen af brand communities. Der skabes gennem brand communities et fællesskab, der giver fordele for loyale fans samt nuværende og kommende brugere. I disse communities er det aktive brugere, der engagerer sig og vidensdeler. Det skaber en høj grad af involvering og eksklusivitet, for det er især gennem sociale relationer, at vi skaber identitet, og disse relationer skabes også i digitale rum. Brands og identitetsskabelse er to betydelige elementer i et forbrugssamfund, hvor Apple i høj grad har formået at profitere på denne kulturindustri. Det har de især gjort gennem online fællesskaber og på den måde opbygget stærke relationer over for brugerne. Da vi lever i et netværks- og forbrugssamfund, skabes identitet gennem forbrug og oplevelser. Apple har lagt en brandstrategi ud fra det marked som de opererer i, og gennem forbrug af Apple-produkter skabes oplevelser især gennem de digitale brand communities.


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Product Details
  • ISBN-13: 9783639842500
  • Publisher: Globeedit
  • Binding: Paperback
  • Language: Danish
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 3639842502
  • Publisher Date: 18 Jun 2014
  • Height: 229 mm
  • No of Pages: 64
  • Series Title: Danish
  • Weight: 104 gr


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