Articlehybrid2012

Brand communities embedded in social networks

569 citations0/0 files storedJournal of Business Research

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers' interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes.

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References

1985Economic Action and Social Structure: The Problem of Embeddedness 1982Social Psychology of Intergroup Relations 2001Brand Community 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2002Building Brand Community 2005The Social Influence of Brand Community: Evidence from European Car Clubs

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2014The roles of brand community and community engagement in building brand trust on social media 2019The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty 2017The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm 2014The role of social support on relationship quality and social commerce 2020Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

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