Download or read book A Comparative Study of Value Creation in Online Brand Communities written by Guoyu Wang and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Mystique of Customers Saturation in Online Brand Communities written by Zahy B. Ramadan and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Most research studies in the area of online brand communities have largely studied the positive aspects of online brand communities, ignoring the negative influences, mainly the growing threat from customers' saturation within these communities. Given the lack of understanding on the concept of customer saturation in online brand communities, this study establishes the necessary early understanding on this important concept by combining various streams of marketing and brand literature as well as information system. This study enhances understanding through the development of five propositions focusing on the role of customers' saturation on (1) customers' experience within online brand communities, (2) brand relationship, and (3) the co-creation of value. The discussion and review of the current literature produces five important propositions. The propositions develop the direction that customer saturation in online brand communities is likely to impact three key areas.

Download or read book Online Brand Communities written by Francisco J. Martínez-López and published by Springer. This book was released on 2015-12-11 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Download or read book Value Co creation Process written by Siwarit Pongsakornrungsilp and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this dissertation is to demonstrate how individual consumers negotiate in the collective community in order to co-create value. By making use of the concepts of 'resources' from the Service Dominant Logic of Marketing and 'cultural lens' from Consumer Culture Theory, this dissertation considers both individual and collective interaction in order to demonstrate the roles of individual consumers in the value creation process and how the value creation process works. A comprehensive and up to date review of literature provides a guide to the theory and a path for research. This dissertation employed netnography to understand social and cultural aspects of consumption from an online football fan community. The data collection also included participant and non-participant observations, and local fans interviewings. Hermeneutical framework of interpretation was used to analyse data. The findings show that consumers can co-create value among themselves through the roles of 'provider' and 'beneficiary'. It shows the dynamic movement of individual consumers within the continuous learning process of value creation. This dissertation demonstrates that brand community plays a role as a platform of value creation. Consumers can co-create value among themselves through the process of engaging, educating and enriching. The finding demonstrates active roles of consumers in value creation process. This dissertation also discusses how inequalities between resources of consumers in brand community can cause conflicts among them and how these conflicts stimulate consumers to co-create the collective resources. Within this process, consumers have collectively balanced the power through the social interaction in order to eliminate the domination and conflicts. This dissertation extends the previous researches in value creation within brand community by demonstrating how individual consumers engage and negotiated in value creation process. It contributes to respond working consumers and double exploitation through 'sacrifice'.

Download or read book Three Essays on Social Media based Brand Communities written by Mohammad Reza Habibi and published by . This book was released on 2015 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this thesis is to investigate the notion of brand communities that are established on social media platforms. Social media has changed marketing practices from information acquisition to post purchase behavior; therefore, it is necessary for marketing scholars and practitioners to update our marketing knowledge according to this new changes. This thesis suggests the brand community lens as a proper and legitimate perspective to study marketing and branding activities on social media platforms because the essence of social media is associated with collective and community building. The first paper of this manuscript not only supports the existential possibilities of brand communities on social media but also more importantly it explores the unique aspects of social media that could interact with brand community practices and argue why we should examine brand community in this new context of social media. The first paper conducts an in-depth qualitative study in two rich brand-generated communities on social media and analyzes their brand community elements and practices. The study shows the qualities of brand community elements, structural relationships (McAlexander, Schouten, & Koenig 2002) and value creation practices (Schau, Muniz, & Arnould 2009) within these communities and extract some unique characteristics of the social media based brand communities that differ from their traditional counterparts. The study concludes five unique dimensions that make social media based brand communities (SMBBCs) distinguished from other offline/online counterparts and argues that this is why brand community researchers should treat brand communities on social media differently and study this phenomena separately. We need to update our understanding of brand community to suit the unique aspects of social media. The second and third papers employ a quantitative approach to show how these communities can influence important marketing variables such as brand trust, brand relationship quality, and brand loyalty. These are marketing fundamental goals that are considered as a way to measure social media success in terms of increasing return on investment. These papers depict how different elements and building blocks of these communities on social media interact and influence trust and loyalty. The second paper shows the role of community engagement as a moderator while the third paper provides a big picture of consumer behavior in the context of brand communities that are established on social media. Several important measures such as value creation practices are developed in this paper.

Download or read book Online Brand Communities Value Creating Capabilities of Brand Communities on Facebook written by Bastian Bakeberg and published by Anchor Academic Publishing. This book was released on 2016-05 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Brand Community as Co Creation Value in the Service Dominant Logic of Marketing written by Siwarit Pongsakornrungsilp and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position; therefore, they have to find the effective way to understand how consumers consume in the dynamic world which consumers seek the value and symbolic meaning from their consumption beyond functional utilities. This leaded to call for the new dominant logic of marketing. Vargo and Lusch (2004a) respond to this call by proposing the "Service-Dominant Logic of Marketing" or "S-D logic", a marketing paradigm evolution which shifts from the firm-centric or good-centred view to the consumer-centric or service-centred view. The idea is presented by resource-based theory to explain firms' and consumers' operant and operand resources (figure 1). In figure 2, we synthesise the S-D logic with the Consumer Culture Theory (CCT) by integrating theories of firms' resources and consumers' resources and adding the social dynamics within a group of consumers to understand the value co-creation process. This conceptual paper has several contributions to the consumer behaviour. First, it moves the level of consumer behaviour and consumption analysis from individuals to social dynamics. Second, because consumers in brand communities are an integral part of the co-creation value, the importance of consumer power to co-create value during their consumption has relevance to firms, as their control over the brand may be diminished. It advances the S-D logic in the value co-creation process between consumers and firms to emphasise co-creation among consumers who can jointly pressure firms to apply their core competencies to capture this value and process in order to create and deliver an effective value proposition. Finally, brand communities create value between consumers and consumers, and between consumers and marketers or brands in different forms and activities. Many researchers have been interested in the value from brand community which emerge from consumer interaction with brands or specific products, but very few researchers have concerned themselves with the co-creation value of consumers. Consequently, the question of "How do members of brand community co-create value", and "How do firms engage themselves with consumers' co-creation process" are asked. The response to this question provides a new perspective to the concept of brand community through linking the S-D logic of marketing, and CCT which suggests the idea of consumer co-creating values by the field.

Download or read book Participation in Online Brand Communities written by Mirjam Nicolette Lasthuizen and published by . This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Organizational Control Over International Brands in Co creation of Meaning and Value Contexts written by Vincent Göttel and published by . This book was released on 2012 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Comparative Analysis of Online Brand Communities in the Web 2 0 Environment written by Ioana-Laura Fometescu and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Exploration of Consumer Power in Online Brand Communities written by Jie Olivia Zhang and published by . This book was released on 2008 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Value Creation of Firm Established Brand Communities written by Philipp Wiegandt and published by Springer Science & Business Media. This book was released on 2009-11-26 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm-established brand community creates value for both – the company and their customers.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book The SAGE Handbook of Digital Marketing written by Annmarie Hanlon and published by SAGE. This book was released on 2022-06-10 with total page 670 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

Download or read book Recreation Community Branding written by Lynda D. D. Smith and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This study demonstrates the role recreational amenities play in contributing to the brand identity and sense of place in Utah master planned communities (MPCs). These MPCs are designed to enable residents to live, work, and play within close proximity within a styled built environment. While the built environment is often branded with a particular identity, these identities resonates with other attributes of the community, including recreation amenities. The study focused on MPCs along the Wasatch Front in Utah, since Utah0́9s population, along the Wasatch Front, is expected to double by 2050 (Envision Utah, n.d.). Many of the developments being built in the next few years will likely be MPCs (Costley, 2006). Understanding MPCs and the recreation amenities in the communities will help to shape the future developments along the Wasatch Front. This study evaluates the recreation amenities in four Utah MPC using a comparative case study method. The case study research was completed through the use of a review of literature, content analysis of the communities0́9 online presence, the observation of the built environment and focused interviews with community residents, city planners, and developers. This process demonstrated the role recreation was playing in creating a brand identity for the selected MPCs and contributing to the brand identity and sense of place within MPCs. Utah is posed to grow rapidly in the next 35 years and development will be driven by future MPCs. Utah has a self-identified brand of recreation, which developers are using to enhance the community brand identity of their MPCs. Developers include particular recreational amenities and programs in MPCs in Utah because of how they contribute to communities0́9 sense of place. Understanding how recreation enhances the brand identity of MPCs can be applied to future developments and help developers strengthen community sense of place through the use of recreation branding. Overall it was found that recreation enhances the brand identity of MPCs within Utah0́9s Wasatch Front. Whether it was adding value for the developers and residents or if it was by creating a sense of community; recreation was enhancing the brand identity of these MPCs.

Download or read book Television and Child Development written by Judith Page Van Evra and published by Routledge. This book was released on 1998 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: The material presented in this second edition provides a current and complete summary and synthesis of what is known about television's role in, and impact on, children's cognitive and social development. Unlike other books on television or child development, this text directly combines communication and psychological perspectives for a more comprehensive and accurate look at children's television experiences. The integration of information from these diverse sources addresses the complexity of the interactions among child, content, technological, and contextual variables, and provides a broader conceptualization of both theoretical and practical issues. In short, this volume carefully considers the complex and significant interplay between other forces in a child's life with the television viewing experience. Providing updated research findings in the major areas and including changing trends in television content and viewing patterns, this new edition offers new sections on technology and its influence and an entirely new chapter on television's impact on exceptional and high risk children. Also included are research findings on the many other media uses now available to children besides television, as well as those that affect children's use of television--VCRs, cable programs, computers, the Internet, video games, and virtual reality--in addition to a chapter on intervention and critical viewing strategies.