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Brand communities embedded in social networks()

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...

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Detalles Bibliográficos
Autor principal: Zaglia, Melanie E.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: College of Business Administration, University of Georgia 2013
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3617602/
https://www.ncbi.nlm.nih.gov/pubmed/23564989
http://dx.doi.org/10.1016/j.jbusres.2012.07.015
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author Zaglia, Melanie E.
author_facet Zaglia, Melanie E.
author_sort Zaglia, Melanie E.
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description 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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spelling pubmed-36176022013-04-05 Brand communities embedded in social networks() Zaglia, Melanie E. J Bus Res Article 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. College of Business Administration, University of Georgia 2013-02 /pmc/articles/PMC3617602/ /pubmed/23564989 http://dx.doi.org/10.1016/j.jbusres.2012.07.015 Text en © 2013 Elsevier Inc. https://creativecommons.org/licenses/by-nc-nd/3.0/ Open Access under CC BY-NC-ND 3.0 (https://creativecommons.org/licenses/by-nc-nd/3.0/) license
spellingShingle Article
Zaglia, Melanie E.
Brand communities embedded in social networks()
title Brand communities embedded in social networks()
title_full Brand communities embedded in social networks()
title_fullStr Brand communities embedded in social networks()
title_full_unstemmed Brand communities embedded in social networks()
title_short Brand communities embedded in social networks()
title_sort brand communities embedded in social networks()
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3617602/
https://www.ncbi.nlm.nih.gov/pubmed/23564989
http://dx.doi.org/10.1016/j.jbusres.2012.07.015
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