Wilson Ozuem is a Professor of Digital Economy at the University of Cumbria, UK. His general area of expertise lies in digital marketing and fashion marketing, while his specific research interest concerns  the impacts of emerging computer-mediated marketing environments on the fashion industry. Prof. Ozuem is acknowledged as one of the international leaders in the study of 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 and Psychology & Marketing, and many others.  Michelle Willis is a Lecturer in Digital and e-Business at the University of Cumbria, UK. Her research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes, and online service failure and recovery strategies, in associationwith consumers of the millennial generation. She has co-authored chapters in textbooks, articles for the journal Psychology & Marketing, and conference papers in her specialist area of research that were presented at the American Marketing Association and the European Marketing Academy conferences.

• Chapter 1: Introducing Online Brand Communities.- Chapter 2: Participation and customer involvement.- Chapter 3: Online brand communities and loyalty intentions.- Chapter 4: Consumer engagement.- Chapter 5: Social identity and online brand communities.- Chapter 6: Brand and customer loyalty in online brand communities.- Chapter 7: Brand relationship and engagement.- Chapter 8: Managing service failure and recovery and online brand communities.- Chapter 9: Value co-creation sphere.- Chapter 10: Influencer marketing.

Wilson Ozuem is a Professor of Digital Economy at the University of Cumbria, UK. His general area of expertise lies in digital marketing and fashion marketing, while his specific research interest concerns  the impacts of emerging computer-mediated marketing environments on the fashion industry. Prof. Ozuem is acknowledged as one of the international leaders in the study of 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 and Psychology & Marketing, and many others.  Michelle Willis is a Lecturer in Digital and e-Business at the University of Cumbria, UK. Her research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes, and online service failure and recovery strategies, in associationwith consumers of the millennial generation. She has co-authored chapters in textbooks, articles for the journal Psychology & Marketing, and conference papers in her specialist area of research that were presented at the American Marketing Association and the European Marketing Academy conferences.

• Chapter 1: Introducing Online Brand Communities.- Chapter 2: Participation and customer involvement.- Chapter 3: Online brand communities and loyalty intentions.- Chapter 4: Consumer engagement.- Chapter 5: Social identity and online brand communities.- Chapter 6: Brand and customer loyalty in online brand communities.- Chapter 7: Brand relationship and engagement.- Chapter 8: Managing service failure and recovery and online brand communities.- Chapter 9: Value co-creation sphere.- Chapter 10: Influencer marketing.

Wilson Ozuem is a Professor of Digital Economy at the University of Cumbria, UK. His general area of expertise lies in digital marketing and fashion marketing, while his specific research interest concerns  the impacts of emerging computer-mediated marketing environments on the fashion industry. Prof. Ozuem is acknowledged as one of the international leaders in the study of 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 and Psychology & Marketing, and many others.  Michelle Willis is a Lecturer in Digital and e-Business at the University of Cumbria, UK. Her research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes, and online service failure and recovery strategies, in associationwith consumers of the millennial generation. She has co-authored chapters in textbooks, articles for the journal Psychology & Marketing, and conference papers in her specialist area of research that were presented at the American Marketing Association and the European Marketing Academy conferences.

• Chapter 1: Introducing Online Brand Communities.- Chapter 2: Participation and customer involvement.- Chapter 3: Online brand communities and loyalty intentions.- Chapter 4: Consumer engagement.- Chapter 5: Social identity and online brand communities.- Chapter 6: Brand and customer loyalty in online brand communities.- Chapter 7: Brand relationship and engagement.- Chapter 8: Managing service failure and recovery and online brand communities.- Chapter 9: Value co-creation sphere.- Chapter 10: Influencer marketing.