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Brand Communities Through Online Interaction: The Case Of Social Media

Brand Communities Through Online Interaction: The Case Of Social Media. Laura S. Jones* Durham Business School, U.K Hazel H. Huang Durham Business School, U.K. 19 th March 2011. Second International Colloquium on Consumer Brand Relationships. Brand Community.

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Brand Communities Through Online Interaction: The Case Of Social Media

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  1. Brand Communities Through Online Interaction: The Case Of Social Media Laura S. Jones* Durham Business School, U.K Hazel H. Huang Durham Business School, U.K. 19th March 2011 Second International Colloquium on Consumer Brand Relationships

  2. Brand Community • User/consumer generated brand community • Offline: Harley Davidson (Schouten & McAlexander, 1995), Macintosh (Belk & Tumbat, 2005), Saab and Ford Bronco (Muniz & O’Guinn, 2001) • Online: Apple Newton (Muniz & Schau, 2005, 2007) • Company sponsored brand community • Offline: Jeep (McAlexander, Schouten & Koenig, 2002) • Online: Nutella (Cova and Pace, 2006) Second International Colloquium on Consumer Brand Relationships

  3. Brand Community Consumer (Product) Company / Marketer Brand Consumer Disconnect between consumer and brand Second International Colloquium on Consumer Brand Relationships

  4. Online Brand Community Virtual Community Space Consumer (Product) Brand Consumer Direct interactions Second International Colloquium on Consumer Brand Relationships

  5. Research Questions • What interactions exist • Between consumers? • Between consumers and brands? Virtual Community Space Consumer (Product) Brand Consumer Second International Colloquium on Consumer Brand Relationships

  6. Method (1) • Netnography (i.e. Muñiz & Schau, 2005; Schau et al. 2009; Brown et al. 2003; Cova & Pace, 2006; Kozinets et al. 2010) • Brand selection criteria: • Presence on social media • High levels of participation and brand engagement • Functional/symbolic and high/low involvement • Three brands selected: Dell, Starbucks, Toyota Second International Colloquium on Consumer Brand Relationships

  7. Method (2) • Website selection criteria: • Brand-sponsored venues • Active community • Data: • More than 8,000 textual ‘artefacts’ • From 25 websites (including Facebook, Twitter, innovation communities, blogs, branded communities, forums, Flickr, YouTube) • Facebook and Twitter: April 2010 - August 2010 • Others: March 2008 – August 2010 • Analysis: iterative process (Dey 2004) using literature, textual data and emergent interpretations Second International Colloquium on Consumer Brand Relationships

  8. Findings Brand Existing members Interpersonal activities Knowledge-based activities Empowerment activities Interpersonal activities New members Second International Colloquium on Consumer Brand Relationships

  9. Knowledge-based practices

  10. Interpersonal practices

  11. Empowerment practices (1)

  12. Empowerment practices (2)

  13. Summary • Social media enables and becomes the site of value creation and the negotiation of brand values and meaning. • Facilitation of social intercourse results in co-creation of value (Vargo & Lusch 2004) and consumer empowerment (Cova & Pace 2006; Wathieuet al. 2002) • Ongoing dialogue with and between empowered consumers encouraged deep consumer-brand relationships (Fournier 1998) through a collective power (O'Guinnand Muñiz2009) • Managerial implications: listening, facilitating and engaging Second International Colloquium on Consumer Brand Relationships

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