Virtual Brand Communities as a Source of Value Co-creation

2019 ◽  
pp. 397-406
Author(s):  
Dagna Siuda
Keyword(s):  
Brand Communities

Trust violations across contexts: From cross-cultural negotiations to brand communities on Facebook

2011 ◽  
Author(s):  
Andrea Hollingshead ◽  
Jeanne Brett ◽  
Ashley Fulmer ◽  
Peter Kim ◽  
Roy Lewicki ◽  
...  
Keyword(s):  
Cross Cultural ◽  
Brand Communities ◽  
Cultural Negotiations

EMPOWERMENT THROUGH THE USE OF INGRATIATION IN HERMÈS ONLINE LUXURY BRAND COMMUNITIES

2015 ◽  
Vol 4 (3) ◽  
pp. 512-512
Author(s):  
Marina Leban ◽  
◽  
Benjamin Voyer
Keyword(s):  
Luxury Brand ◽  
Brand Communities

ANTECEDENTS AND OUTCOME OF CUSTOMER ENGAGEMENT WITH THE HOTEL BRAND COMMUNITIES EMBEDDED IN FACEBOOK

2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali
Keyword(s):  
Customer Engagement ◽  
Brand Communities

scholarly journals Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms

2021 ◽  
Author(s):  
Alice Mazzucchelli ◽  
Roberto Chierici ◽  
Angelo Di Gregorio ◽  
Claudio Chiacchierini
Keyword(s):  
International Business ◽  
Conversion Rate ◽  
Online Advertising ◽  
Export Performance ◽  
Foreign Markets ◽  
Firm Level ◽  
Brand Communities ◽  
Social Crm ◽  
Body Of Knowledge ◽  
Physical Presence

AbstractSocial networks are a driving force of digital transformation and offer firms the opportunity to market products and services to both international consumers and providers, establish durable relationships with them, and improve their own competitiveness. The study analyzes the role played by the use of Facebook for online advertising, building interaction and brand communities, implementing social CRM activities, and conducting market research, as well as a sales channel alternative to physical presence, in firms’ international export performance, both in terms of managers’ perceptions and Facebook buy button conversion rate. A survey-based empirical analysis of 105 fashion firms operating worldwide was conducted. The results of multiple regression analyses show that building conversations and brand communities positively affects international export performance, while advertising via Facebook yields mixed results. By comparing firms that have a physical presence with those that do not, the former turned out to benefit from especially in-store advertising and promotions to enhance their Facebook buy button conversion rate; while the latter can improve their performance mainly by adopting outdoor and transit advertising and digital marketing. The research contributes to the existing body of knowledge on social media marketing and international business and, by adopting a firm-level perspective, provides interesting insights for practitioners since it allows to understand how to develop an effective Facebook strategy to succeed in foreign markets.

scholarly journals Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective

2021 ◽  
Author(s):  
Wilson Ozuem ◽  
Michelle Willis ◽  
Kerry Howell ◽  
Geoff Lancaster ◽  
Raye Ng
Keyword(s):  
Social Influence ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals Millennial cultural consumers: co-creating value through brand communities

2014 ◽  
Vol 4 (1/2) ◽  
pp. 119-135 ◽  
Author(s):  
Sue Vaux Halliday ◽  
Alexandra Astafyeva
Keyword(s):  
Design Methodology ◽  
Knowledge Development ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Art And Culture ◽  
Managerial Implications ◽  
Community Theory ◽  
Conceptual Paper ◽  
Research Propositions

Purpose – The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. Within that the authors single out for attention how “brand community” theory might apply to MCCs. Design/methodology/approach – This paper is a conceptual paper that reviews and comments on concepts relevant to helping arts organisations develop strategies to attract and retain younger consumers in their audiences. Findings – Thoughtful conceptual insights and four research propositions for further work by academics and/or practitioners on Millennials and the art and culture world are derived from this review and commentary. Managerial implications are also drawn out. Originality/value – This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts conncecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatiely conceptualised MCCs.

scholarly journals Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110213
Author(s):  
Alessandro Caliandro ◽  
Guido Anselmi
Keyword(s):  
Social Media ◽  
Point Of View ◽  
Brand Communities ◽  
Empirical Results ◽  
Global Brands ◽  
Technical Architecture ◽  
Social Media Platforms ◽  
Compositional Changes

In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Drawing on our empirical results and Limor Shifman’s theory of Internet memes, we introduce the notion of memetic brands. Memetic brands are collections of branded social media posts, which derive from a standard branded template that repeats from user to user with small compositional changes at every iteration and on top of which users attach expressions of their vernacular creativity. In the process, memetic brands vehiculate a hypersignification, that is, an implicit discourse on fluid and situational consumption. Through the concepts of affordances-based brand relations and memetic brands, the article contributes (from a theoretical and methodological point of view) to the emerging literature on platformization of culture.

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