Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities

Mohammad Reza Habibi, Michel Laroche and Marie-Odile Richard

International Journal of Information Management, 2014, vol. 34, issue 2, 123-132

Abstract: Understanding how brands should operate on social media is very important for contemporary marketing researchers and managers. This paper argues that due to the social and networked nature of social media it is an ideal environment for brand communities. Taking a deep qualitative approach and with analysis of a vast array of data, the article articulates the existence of brand communities on social media. More importantly, it delineates five unique and relevant dimensions of brand communities based in social media. The authors advise researchers to consider these dimensions while conducting research on brand communities and social media. Further implications for practitioners and researchers are discussed.

Keywords: Brand community; Social media; Unique dimensions; Value creation practices; Netnography (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:34:y:2014:i:2:p:123-132

DOI: 10.1016/j.ijinfomgt.2013.11.010

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