Online brand communities: Value creating capabilities of brand communities on Facebook
(Sprache: Englisch)
This study examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand...
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This study examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Following four value creating practices are discovered: 'exchanging brand narratives', 'celebrating brand love', 'support and information resource', and 'pressure valve for discontent'. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers lives. This study extends research on brand communities and the findings enhance understanding why/how consumers engage online with brands and other members.
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Text Sample:Chapter A - Introduction:
Working in advertising today, one cannot oversee the hype of Social Networking platforms and its influence on online marketing. Brands increasingly focus their marketing activities on social media and a growing number of advertising agencies specialising in this field further highlight the importance of Social Networking for contemporary marketing. Moreover social media platforms are constantly evolving and introducing new features and thus develop further impact. These features allow consumers to get in close contact with brands and to develop a relationship. But social media activities are seldom based on deep understandings of what consumers gain from online engagement and what they expect from brands on Social Networking platforms.
Chapter 1. Aim of this study:
This study investigates online social practices on brand communities, builds on findings of Schau et al. (2009) and extends this research to Facebook brand Fan Pages. These Fan Pages are used as brand communities and depict how consumers discuss and share their devotion for brands. This study explores how online social practices create value for brand communities and it explains how consumers generate value on these Fan Pages by jointly renegotiating brand meaning.
Previous research highlighted the importance of brands in the lives of consumers (Albert et al. 2008), investigated brand communities in detail (Muñiz & O'Guinn 2001) and explored how consumers establish close relationships with brands (Fournier 1998), e.g. through brand fandom (Pichler & Hemetsberger 2007). Moreover, studies emphasised on online brand communities granting postmodern consumers with more power and capabilities to actively co-create value. These consumers want to be active and also desire links with other consumers to establish relationships through dialogue and interaction. Especially Facebook Fan Pages depict how community members share and celebrate their brand love and also
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how members support each other. Also, transactional marketing has been updated and focuses now on relationships, where brands aim to become part of consumers' everyday dialogue. Social Networking platforms like Facebook can be employed by brands to get closer to consumers and develop intimate consumer-brand-relationships, where consumer-generated value seems to be catalyst for the success.
However, research so far neglected to combine both popular marketing research streams of Social Networking and brand community practices, to discover how these activities create value. Hence this study explores Facebook brand Fan Pages to discover comprehensible online social practices and extends understanding of consumer-generated value creation. Findings of this study help to understand why consumers engage in Facebook brand Fan Pages and what they gain from interaction with other members and with the brand itself.
Chapter 2.Study outline:
Firstly this study will investigate existing academic and practitioner based literature to build on prior studies. Brands and their social meaning in consumers' lives are reviewed, and also how brands are used to interact socially with others. Additionally consumer-brand-relationship-concepts will be investigated critically and it will be explored how internet leverages these relationships, where real-time dialogue and two-way communication are vital. Moreover concepts of brand fandom and brand devotion are analysed, as special forms of relationships which consumers hold with brands and which have influence on brand communities. For the investigation of communities established around brands a brief distinction of relevant concepts of subcultures of consumption, consumer tribes and brand communities is given. Further, different types of online consumer communities are explored like e-tribes and virtual communities. As this study aims to explore Facebook brand Fan Pages, Social Networking and its influencing factors are studied. It is explored how
However, research so far neglected to combine both popular marketing research streams of Social Networking and brand community practices, to discover how these activities create value. Hence this study explores Facebook brand Fan Pages to discover comprehensible online social practices and extends understanding of consumer-generated value creation. Findings of this study help to understand why consumers engage in Facebook brand Fan Pages and what they gain from interaction with other members and with the brand itself.
Chapter 2.Study outline:
Firstly this study will investigate existing academic and practitioner based literature to build on prior studies. Brands and their social meaning in consumers' lives are reviewed, and also how brands are used to interact socially with others. Additionally consumer-brand-relationship-concepts will be investigated critically and it will be explored how internet leverages these relationships, where real-time dialogue and two-way communication are vital. Moreover concepts of brand fandom and brand devotion are analysed, as special forms of relationships which consumers hold with brands and which have influence on brand communities. For the investigation of communities established around brands a brief distinction of relevant concepts of subcultures of consumption, consumer tribes and brand communities is given. Further, different types of online consumer communities are explored like e-tribes and virtual communities. As this study aims to explore Facebook brand Fan Pages, Social Networking and its influencing factors are studied. It is explored how
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Autoren-Porträt von Bastian Bakeberg
Bastian Bakeberg, MSc., was born 1984 in Bayreuth/Germany. After studying at University of Augsburg (Germany), Queensland University of Technology (Brisbane/ Australia) and University of East London (UK) he went on to work in advertising and branding agencies. He holds strong knowledge in branding, social media and brand communities through his theoretical and practical experiences
Bibliographische Angaben
- Autor: Bastian Bakeberg
- 2015, Erstauflage, 80 Seiten, Maße: 15,5 x 22 cm, Kartoniert (TB), Englisch
- Verlag: Anchor Academic Publishing
- ISBN-10: 3954894122
- ISBN-13: 9783954894123
Sprache:
Englisch
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