scholarly journals KUSTOM KULTURE EVENT MARKETING AS A BRAND COMMUNITY CREATIVITY

2021 ◽  
Vol 2 (2) ◽  
pp. 78-83
Author(s):  
Nashrudin Latif ◽  
Ferry Hariawan ◽  
Bayu Rama Laksono
Keyword(s):  
Qualitative Method ◽  
Fine Art ◽  
Public Knowledge ◽  
Brand Community ◽  
Community Media ◽  
Brand Communities ◽  
Cultural Events ◽  
Event Marketing ◽  
The Social ◽  
Research Findings

The purpose of this study is to describe kustom cultural events as a form of branding program from Retro Classic Cycles Jogjakarta and House of Customland Surabaya. During the event, we saw a touch of creative creation of the kustom kulture brand community. This study uses a qualitative method. Data were obtained based on observations and interviews with several people involved in the annual kustom kulture event. In addition, the researcher also developed data collection by looking at the social media managers of Retro Classic Cycles and House of Customland. Research findings show that there are efforts to develop brand communities, initiators routinely carry out annual activities in kustom cultural events. The kustom kulture event presents creative culture from a variety of artistic collaborators, both fine art and motor builder, which inclusively makes event collaborators really enjoy and actively participate in displaying their artworks as a medium for creativity exhibitions. Originality shows that kustom culture events are used as community media for kustom culture activists Retro Classic Cycles and House of Customland, as an effective way to build a certain identity of a community, so as to increase public knowledge about kustom kulture. Therefore, the quality and quantity of kustom cultural events can be increased according to the differences and novelty of the theme of the event being held.

Exploiting online environment to engage customers: social commerce brand community

2020 ◽  
Vol 23 (3) ◽  
pp. 339-361
Author(s):  
Maria Teresa Cuomo ◽  
Alice Mazzucchelli ◽  
Roberto Chierici ◽  
Francesca Ceruti
Keyword(s):  
Multiple Case Study ◽  
Social Commerce ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
The Social ◽  
Online Brand Community ◽  
Multiple Case

Purpose Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online brand communities have given firms the opportunity to establish a new kind of community, namely, the social commerce brand community. Adopting a managerial perspective, the research aims to identify the core dimensions of social commerce brand community and shed light on how they contribute in engaging customers and transform them into brand advocates. Design/methodology/approach Five social commerce retailers operating into five different sectors of activity have been involved in a multiple case study. Data retrieved from semi-structured interviews have been triangulated with information gathered from different sources to provide depth to the cases and enhance data validity. Findings This study substantiates the rise of social commerce brand community as a new phenomenon that differs from traditional online brand communities and provides firms with concrete support in selling activities and in managing relationships with customers. The multiple case study allows also to detect social commerce brand community core pillars, namely, participants’ identification, participation, conversation and social support. These four elements turned out to be crucial to develop an effective social commerce brand community. Research limitations/implications This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies. Originality/value This study extends existing theory on social commerce and online brand community by investigating the social commerce brand community as a new phenomenon and clarifying the fundamental pillars on which it relies.

Online brand communities’ contribution to digital business models

2019 ◽  
Vol 13 (4) ◽  
pp. 437-463 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Business Models ◽  
Equation Modeling ◽  
Social Mechanisms ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
The Social ◽  
Community Identification ◽  
Online Brand Community

Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling method. Findings Customer–other customers’ identification is a pivotal factor in influencing brand community identification. Practical implications If companies want to implement online brand communities into business models effectively and co-create brand value, they need deliver brand content useful for customer self-expression and social interaction to enhance consumer-brand identification and customer–customer social bonds which enable to transform the audience into a community. Focusing on the constant reinforcement of online brand community by supporting customer–customer relationships is critical for voluntary value co-creation. Originality/value The main contribution of this study to the literature on online brand communities is the presentation and empirical verification of pivotal social mechanisms of online brand community identification considered as a starting point to potential co-creation and capturing value based on the social presence theory.

scholarly journals The Social Identity Change of Little Bee as the Main Character in Chris Cleave’s The Other Hand

2020 ◽  
Vol 26 (2) ◽  
Author(s):  
Riska Hendika Rani
Keyword(s):  
Social Identity ◽  
Qualitative Method ◽  
The Other ◽  
The Internet ◽  
The Novel ◽  
Identity Change ◽  
Main Character ◽  
Other Hand ◽  
The Social ◽  
Research Findings

<p><strong>This research examines Little Bee’s social identity change based on Chris Cleave’s novel entitled <em>the Other Hand. </em>The object of this research focuses on the Little Bee’s social identity change. The method used in this research is critical reading. To collect the data, the researcher did some steps including reading the novel closely and intensively, making notes, visiting library, and exploring the data from the internet which are related to the topic. In analyzing the data, the researcher used descriptive qualitative method.</strong></p><strong>After conducting the research, the researcher got several research findings. They are: 1). The reason of Little Bee’s social identity change are her envy towards British people’s easy life, her needs to tell her sad story, her will to survive, and her desire to overcome her past. 2). The way Little Bee learns her new identity is by reading, such as novels and newspaper, practicing how to pronounce and speak, looking for difficult words in her dictionary in order to learn the language, and learning the British life by watching television and reading books to understand the British lifestyle.</strong>

scholarly journals Do Us a Favour: An Exploration of Lay’s Do Us a Flavour Contest through the lens of Social Media and Brand Community Features

2021 ◽  
Author(s):  
Emily Easto
Keyword(s):  
Social Media ◽  
Moral Responsibility ◽  
Brand Community ◽  
User Interactions ◽  
Brand Communities ◽  
The Social ◽  
Technological Affordances

This study evaluated if and how the Lay’s Do Us a Flavour campaign could be classified as a brand community and how the features of this concept in conjunction with the features of social media are reflected in the design and interactions of the site. This paper uses the theory of technological affordances and the social media features of Trust, Transparency, and Authenticity combined with the three markers of brand community as a framework to understand the user interactions and design of the site. The study found that the design of the Lay’s site was limited in its design, especially in the presence of authenticity and transparency and therefore the brand community markers of moral responsibility and consciousness of kind did not have a strong presence within the site. Based on these findings, the study determined the contest, especially when considering its temporary nature, does not demonstrate the features of brand communities and cannot be considered one in its own right but could be effective as an incentive to participate in more permanent communities.

scholarly journals TARI TAK OYAI DI KAMPUANG AIE DUKU KANAGARIAN PAINAN TIMUR “PEMARGINALAN DAN KEBERTAHANAN DALAM KONTEKS PELESTARIAN”

Humanus ◽  
2015 ◽  
Vol 14 (2) ◽  
pp. 120
Author(s):  
Arita Arita
Keyword(s):  
Cultural Heritage ◽  
Qualitative Method ◽  
The Other ◽  
Cultural Life ◽  
Other Hand ◽  
The Social ◽  
Research Findings ◽  
Video And Audio ◽  
Audio Recorder

Tak Oyai dance is a cultural heritage of the community of Pesisir Selatan Regency, particularly Painan Timur. The research focused on Tak Oyai dance in the Aie Duku Village, where the dance is herited from their ancestors. This research used qualitative method; where data is collected by observation, interviews, and documentation using equipments such as video and audio recorder, also camera. Research findings prove that Tak Oyai dance is recognized as a cultural heritage in the social and cultural life of the community, however it is not recognized as the current tradition and culture of the Aie Duku community, therefore it is rarely presented in entertaining and ceremonial event. In the other hand there is still an attempt preserve the dance although not yet successful.

scholarly journals Do Us a Favour: An Exploration of Lay’s Do Us a Flavour Contest through the lens of Social Media and Brand Community Features

2021 ◽  
Author(s):  
Emily Easto
Keyword(s):  
Social Media ◽  
Moral Responsibility ◽  
Brand Community ◽  
User Interactions ◽  
Brand Communities ◽  
The Social ◽  
Technological Affordances

This study evaluated if and how the Lay’s Do Us a Flavour campaign could be classified as a brand community and how the features of this concept in conjunction with the features of social media are reflected in the design and interactions of the site. This paper uses the theory of technological affordances and the social media features of Trust, Transparency, and Authenticity combined with the three markers of brand community as a framework to understand the user interactions and design of the site. The study found that the design of the Lay’s site was limited in its design, especially in the presence of authenticity and transparency and therefore the brand community markers of moral responsibility and consciousness of kind did not have a strong presence within the site. Based on these findings, the study determined the contest, especially when considering its temporary nature, does not demonstrate the features of brand communities and cannot be considered one in its own right but could be effective as an incentive to participate in more permanent communities.

scholarly journals Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

2021 ◽  
Vol 13 (11) ◽  
pp. 6117
Author(s):  
Liguo Lou ◽  
Yongbing Jiao ◽  
Joon Koh
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Brand Communities ◽  
Positive Effects ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Willingness To Buy ◽  
The Social ◽  
Research Findings ◽  
Fan Engagement

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.

scholarly journals INTERNALISASI NILAI MULTIKULTURALISME DAN KERUKUNAN ANTARUMAT BERAGAMA DALAM MASYARAKAT

2015 ◽  
Vol 17 (2) ◽  
Author(s):  
Syukri Fathudin ◽  
Vita Fitria
Keyword(s):  
Qualitative Research ◽  
Qualitative Method ◽  
Native People ◽  
Adaptive Process ◽  
The Social ◽  
Long Time ◽  
Research Findings ◽  
Study Case ◽  
New Community ◽  
Kinship Relation

This research discussed on how the tolerance between societies can be created through the pattern and process of the internalization of multiculturalism value to society in Potorono, Banguntapan, Bantul. The values appeared through such a long processes of society dynamic where they lived. In descriptive qualitative method, the portrait of that society can be revealed to analyze deeper the practices or processes of the internalization of multiculturalism value that can unite the society with their differences. This research aimed at revealing casuistically the process of the internalization of multiculturalism value and its correlation with tolerance between societies, as well as the factors which influence the societies to maintain their multiculturalism value. The objective of this research is to know the processes of internalization of multiculturalism value and to understand its correlation with tolerance in society, thus it can be an interactive room for each people in society to find the solution and alternative answer for any possible conflict that may be happened. This research applied qualitative research which aimed at gaining deeper understanding on the phenomenon recorded on the field of the research. To understand deeply and holistically, the analysis of meanings, values and deeper   understanding   on   the   character   of   society   of   Potorono, Banguntapan, Bantul is needed.  The approach applied in this research is exploratory   descriptive   and   explanatory   study   case.   It   is   through exploratory the data found in the research, then explaining the data found and final process is improving the explanations comparatively to certain similar phenomenon and proving that this kind of explanation can be applied to another situation. The research findings are: 1) the awareness of society of Potorono to maintain the values of tolerance has been there for long time ago and has been practiced hereditarily 2) the social interaction with a new community happened with adaptive process and step by step through religious and social activities, 3) the majority of native people have kinship relation, thus it caused the process of internalization of value easier, 4) the values appeared are tolerance, togetherness, care and respectfulness.

zy prawda nas wyzwoli? Przełamywanie oporu psychologicznego w przyjmowaniu wiedzy o Zagładzie

2014 ◽  
pp. 803-822
Author(s):  
Marta Witkowska ◽  
Piotr Forecki
Keyword(s):  
Psychological Research ◽  
Public Knowledge ◽  
Social Psychological ◽  
Holocaust Education ◽  
Positive Group ◽  
Nazi Occupation ◽  
The Social ◽  
The Holocaust ◽  
Survey Results ◽  
Social Psychological Research

The introduction of the programs on Holocaust education in Poland and a broader debate on the transgressions of Poles against the Jews have not led to desired improvement in public knowledge on these historical events. A comparison of survey results from the last two decades (Bilewicz, Winiewski, Radzik, 2012) illustrates mounting ignorance: the number of Poles who acknowledge that the highest number of victims of the Nazi occupation period was Jewish systematically decreases, while the number of those who think that the highest number of victims of the wartime period was ethnically Polish, increases. Insights from the social psychological research allow to explain the psychological foundations of this resistance to acknowledge the facts about the Holocaust, and indicate the need for positive group identity as a crucial factor preventing people from recognizing such a threatening historical information. In this paper we will provide knowledge about the ways to overcome this resistance-through-denial. Implementation of such measures could allow people to accept responsibility for the misdeeds committed by their ancestors.

AN ANALYSIS DEIXIS IN “NOM NOM’S ENTOURAGE” MANUSCRIPT ON WE ARE BARE BEARS MOVIE SEASON

2021 ◽  
Vol 4 (1) ◽  
pp. 80
Author(s):  
Arni Rahmah Wasdili ◽  
Iman Santoso
Keyword(s):  
Qualitative Method ◽  
Second Person ◽  
Social Differences ◽  
The Social ◽  
Third Person ◽  
Social Deixis ◽  
Descriptive Qualitative

The tittle of this research is An AnalysisDeixis in “Nom nom’s Entourage” Manuscript on We are Bare BearsMovie Seaso. Deixis is one of branch from pragmatics that shown relation between language and context in that language it self. The aim from this research is to know and identify the type of deixis in Nom nom’s Entourage movie season. That have some steps to collecting the data firs is watching the We Are Bare Bears movie season with Nom nom’s Entourage title. Second is reading the script of that movie. Third, selecting and collect the data. Fourth is classifying the type of deixis and the last is produce the conclution. This research using descriptive qualitative method to analyze the data. The result from this research is that have five type of deixis there are person deixis, time deixis, place deixis, social deixis and discourse deixis. Person deixis divided to three part there are firs person as speaker, second person as hearer and third person as other, with 195 word in that movie. Time deixis shows a certain period of time, consist of 10 word in that movie. Place deixis describe the location in a conversation, consist of  26 word in that movie. Social deixis is show how the social differences when talking with other, consist of 18 word in that movie. Discourse deixis is show deitic expressions which point to prior succeeding parts of the discourse with 4 word in that movie. Keywords:  Pragmatics, Deixis, Movie

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