Digital Marketing Strategies for Value Co-Creation 2e: Models and Approaches for Online Brand Communities
暫譯: 數位行銷策略與價值共創 2版：線上品牌社群的模型與方法

隨著價值共創和數位行銷領域的概念發展日益增長，線上品牌社群（Online Brand Communities, OBC）的重要性逐漸浮現，以加強相關策略。本書介紹了一系列廣泛且具爭議性的概念觀點和機制，針對OBC主題進行探討。專注於當代數位行銷議題，本書全面檢視消費者對於積極參與這類社群的反應。

在原版出版物非常成功的基礎上，這本經過徹底修訂的第二版新增了兩個關於數據驅動的細分市場和人工智慧與客戶參與的新章節。本書在理論與實務方法之間取得平衡，對數位行銷策略中的一個重要領域進行了深入探討，為學者、學生和實務工作者提供了重要的資源。

Wilson Ozuem is a Professor of Digital Marketing and Innovation at the University for the Creative Arts, UK. His primary expertise lies in digital marketing and fashion marketing, with a specific research focus on understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is recognised as a leading international scholar in digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, Journal of Advertising Research, Internet Research, and many others.

Michelle Willis, PhD, is a digital marketing lecturer at London Metropolitan University, UK. Her doctoral research focuses on customer loyalty and engagement within online brand communities. Her work examines emerging technologies, particularly the intersection of social networking sites and the development of marketing programmes, as well as online service failure and recovery strategies within the context of the millennial consumer generation. She has published numerous articles in journals such as Psychology & Marketing, Information Technology & People, and Internet Research. Her research has been presented at international conferences, including those organised by the American Marketing Association and the European Marketing Academy.

威爾遜·奧祖姆是英國創意藝術大學的數位行銷與創新教授。他的主要專長在於數位行銷和時尚行銷，特別研究新興的電腦媒介行銷環境（CMMEs）對時尚產業的影響。奧祖姆教授被認為是數位行銷和多渠道零售領域的國際領先學者。他的研究已發表於多個重要期刊，包括《歐洲行銷期刊》、《商業研究期刊》、《資訊科技與人員》、《心理學與行銷》、《廣告研究期刊》、《網際網路研究》等等。

米歇爾·威利斯，博士，是英國倫敦城市大學的數位行銷講師。她的博士研究專注於在線品牌社群中的顧客忠誠度和參與度。她的研究探討新興技術，特別是社交網路網站與行銷計劃發展的交集，以及在千禧世代消費者背景下的在線服務失敗與恢復策略。她在《心理學與行銷》、《資訊科技與人員》和《網際網路研究》等期刊上發表了多篇文章。她的研究曾在國際會議上發表，包括美國行銷協會和歐洲行銷學院舉辦的會議。