Online Sport Brand Communities

2015 ◽  
pp. 35-45
Author(s):  
Nick Hajli
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Virtual Communities ◽  
Sport Organizations ◽  
Brand Communities ◽  
Sports Organizations ◽  
Active Content ◽  
Sport Brand

Organizations have reached the point where they need to change their strategies in order to create value with customers. This is the modern marketing logic. It has mainly come about because consumers have been empowered to exert influence on companies. In this chapter we argue that a different perspective about consumer care has emerged through social media; consumers are no longer passive information users but are now active content creators who can be part of value creation in the marketplace. Therefore, this chapter analyses the opportunities that sport organizations can generate by co-creation of value through social media. The findings of this chapter create a picture of how virtual communities support co-creation of value for sports organizations.

scholarly journals The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

2012 ◽  
Vol 28 (5) ◽  
pp. 1755-1767 ◽  
Author(s):  
Michel Laroche ◽  
Mohammad Reza Habibi ◽  
Marie-Odile Richard ◽  
Ramesh Sankaranarayanan
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Communities

scholarly journals Identifying Value Creation Strategies in the Brand Communities of Sport Clubs Based on the Use of Social Media

2019 ◽  
Vol 7 (2) ◽  
pp. 55-61
Author(s):  
Tahereh Seifi Salmi ◽  
Noshin Benar ◽  
Habib Honari ◽  
◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Communities ◽  
Sport Clubs ◽  
Use Of Social Media

Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation

2017 ◽  
Vol 5 (1) ◽  
pp. 70-82
Author(s):  
Soumi Paul ◽  
Paola Peretti ◽  
Saroj Kumar Datta
Keyword(s):  
Social Media ◽  
New Product Development ◽  
Value Creation ◽  
Large Scale ◽  
Customer Orientation ◽  
Customer Relationships ◽  
Future Research ◽  
Management Competencies ◽  
Business Decisions ◽  
Prime Concern

Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented. 

Social Media and the Transformation of Healthcare: A Viewpoint (Preprint)

2020 ◽  
Author(s):  
Ella Forgie ◽  
Hollis Lai ◽  
Bo Cao ◽  
Eleni Stroulia ◽  
Andrew James Greenshaw ◽  
...  
Keyword(s):  
Social Media ◽  
Health Information ◽  
Information Seeking ◽  
Virtual Communities ◽  
Community Support ◽  
Security And Privacy ◽  
Support Network ◽  
Full Potential ◽  
Physician Patient Relationship ◽  
Mediation Effects

UNSTRUCTURED As many as 80% of internet users seek health information online. The social determinants of health (SDoH) are intimately related to who has access to the internet and healthcare as a whole. Those who face more barriers to care are more likely to benefit from accessing health information online, granted the information they are retrieving is accurate. Virtual communities on social media platforms are particularly interesting as venues for seeking health information online because peers have been shown to influence health behaviour more than almost anything else. Thus, it is important to recognize the potential of social media to have positive mediation effects on health, so long as any negative mediation effects are reconcilable. As a positive mediator of health, social media can be used as a direct or indirect mode of communication between physicians and patients, a venue for health promotion and health information, and a community support network. False or misleading content, social contagion, confirmation bias, and security and privacy concerns must be mitigated in order to realize full potential of social media as a positive mediator of health. In any case, it is clear that the intersections between the SDoH, social media, and health are intimate, and they must be taken into consideration by physicians. Here, we argue that a paradigm shift in the physician-patient relationship is warranted, one where physicians: a) acknowledge the impacts of the SDoH on information-seeking behaviour, b) recognize the positive and negative roles of social media as a mediator of health through the lens of the SDoH, and c) use social media to catalyze positive changes in the standard of care.

scholarly journals Echo chamber detection and analysis

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Giacomo Villa ◽  
Gabriella Pasi ◽  
Marco Viviani
Keyword(s):  
Social Media ◽  
Community Detection ◽  
Virtual Communities ◽  
Selective Exposure ◽  
Social Needs ◽  
News Sources ◽  
Detection Strategy ◽  
Echo Chambers ◽  
Echo Chamber ◽  
Content Aware

AbstractSocial media allow to fulfill perceived social needs such as connecting with friends or other individuals with similar interests into virtual communities; they have also become essential as news sources, microblogging platforms, in particular, in a variety of contexts including that of health. However, due to the homophily property and selective exposure to information, social media have the tendency to create distinct groups of individuals whose ideas are highly polarized around certain topics. In these groups, a.k.a. echo chambers, people only "hear their own voice,” and divergent visions are no longer taken into account. This article focuses on the study of the echo chamber phenomenon in the context of the COVID-19 pandemic, by considering both the relationships connecting individuals and semantic aspects related to the content they share over Twitter. To this aim, we propose an approach based on the application of a community detection strategy to distinct topology- and content-aware representations of the COVID-19 conversation graph. Then, we assess and analyze the controversy and homogeneity among the different polarized groups obtained. The evaluations of the approach are carried out on a dataset of tweets related to COVID-19 collected between January and March 2020.

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.

scholarly journals Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective

2020 ◽  
Vol 31 (3) ◽  
pp. 313-343
Author(s):  
Aurora Garrido-Moreno ◽  
Víctor García-Morales ◽  
Stephen King ◽  
Nigel Lockett
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Business Value ◽  
Customer Engagement ◽  
Social Media Use ◽  
Content Type ◽  
Social Media Tools ◽  
Dynamic Capabilities Perspective

PurposeAlthough Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.Design/methodology/approachA research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.FindingsThe results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.Practical implicationsThe results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managersOriginality/valueThis study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

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