Description: Online brand communities by Bastian Bakeberg Abstract This dissertation 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. Through hermeneutic data analysis the following four value creating practices are discovered: exchanging brand narratives, celebrating brand love, support and information resource, and pressure valve for discontent. The findings are drawn from qualitative interviews and netnographic observations of three Facebook brand Fan Pages. 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 to the field of Social Networking and discovers insights helpful for marketing practitioners. The four detected practices create value and reconfirm findings of earlier studies on brand communities, but also add new insights by explaining how value is developed. The findings enhance understanding why and how consumers engage online with brands and other members and especially what kind of value these consumers derive from brand Fan Pages. FORMAT Paperback LANGUAGE English CONDITION Brand New Author Biography Bastian Bakeberg, MSc., was born 1984 in Bayreuth/Germany. After studying at University of Augsburg (Germany), Queensland University of Technology (Brisbane/ Australia) and University of East London (UK) he went on to work in advertising and branding agencies. He holds strong knowledge in branding, social media and brand communities through his theoretical and practical experiences Long Description Abstract This dissertation 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. Through hermeneutic data analysis the following four value creating practices are discovered: exchanging brand narratives, celebrating brand love, support and information resource, and pressure valve for discontent. The findings are drawn from qualitative interviews and netnographic observations of three Facebook brand Fan Pages. 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 to the field of Social Networking and discovers insights helpful for marketing practitioners. The four detected practices create value and reconfirm findings of earlier studies on brand communities, but also add new insights by explaining how value is developed. The findings enhance understanding why and how consumers engage online with brands and other members and especially what kind of value these consumers derive from brand Fan Pages." Details ISBN3954894122 Author Bastian Bakeberg Short Title ONLINE BRAND COMMUNITIES Pages 84 Publisher Anchor Academic Publishing Language English ISBN-10 3954894122 ISBN-13 9783954894123 Media Book Format Paperback Residence US Year 2016 Publication Date 2016-05-12 Imprint Anchor Academic Publishing Illustrations Illustrations, black and white UK Release Date 2016-05-12 Subtitle Value creating capabilities of brand communities on Facebook Audience General We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:116473025;
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ISBN-13: 9783954894123
Book Title: Online brand communities
Publisher: Anchor Academic Publishing
Publication Year: 2016
Subject: Marketing
Item Height: 210 mm
Number of Pages: 84 Pages
Language: English
Publication Name: Online Brand Communities: Value Creating Capabilities of Brand Communities on Facebook
Item Weight: 122 g
Type: Textbook
Author: Bastian Bakeberg
Item Width: 148 mm
Format: Paperback
