Nostalgia in online brand communities

Clara Koetz and John Daniel Tankersley
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Clara Koetz: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business
John Daniel Tankersley: UC Santa Cruz - University of California [Santa Cruz] - UC - University of California

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Abstract: The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group.Design/methodology/approach The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis.Findings Four categories emerged from the analysis: Identity and nostalgia, the subculture's ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand.Practical implications On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups.Originality/value Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.

Keywords: Nostalgia; Social media; Brand community; Netnography; On-line consumer community; Subculture of consumption (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01343206v1
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Citations: View citations in EconPapers (3)

Published in Journal of Business Strategy, 2016, 37 (3), pp. 22-29. ⟨10.1108/JBS-03-2015-0025⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01343206

DOI: 10.1108/JBS-03-2015-0025

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