Brand-Customer Relationships: Web 2.0 and Online Brand Communities
Guitton, Olivier (2007) Brand-Customer Relationships: Web 2.0 and Online Brand Communities. [Dissertation (University of Nottingham only)] (Unpublished)
This study aims to explore the characteristics of online brand communities in a Web 2.0 context and to understand in which positive ways they can contributes to the brand and its customers. This staged evolution of the Internet, reinforces interactivity and gives users the possibility to generate their own contents themselves.
Actions (Archive Staff Only)