University of Nebraska at Omaha 2018-2019 Course Catalog

Located in one of America’s best cities to live, work and learn, the University of Nebraska at Omaha (UNO) is Nebraska’s premier metropolitan university. With more than 15,000 students enrolled in 200-plus programs of study, UNO is recognized nationally for its online education, graduate education, military friendliness, and community engagement efforts.Founded in 1908, UNO has served learners of all backgrounds for more than 100 years and is dedicated to another century of excellence both in the classroom and in the community

Managing the Paradox of Growth in Brand Communities Through Social Media

The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level