A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes

Anandan Pillai and Kalpana Chauhan
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Anandan Pillai: Management Development Institute, Gurgaon, India
Kalpana Chauhan: Delhi University, New Delhi, India

International Journal of E-Business Research (IJEBR), 2015, vol. 11, issue 3, 1-17

Abstract: This research paper analyzes the content strategy of World's top 10 management institutes that they followed on Facebook to understand the importance of content strategy in building brand communities. It uses the Netnographic approach to analyse the content strategy and establishes that the content context i.e. its relevance to the community matters the most in building strong community. This research would fill the gap that existed in the brand community literature where researchers hardly discussed about relevance of content strategy in brand's social media strategy.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:11:y:2015:i:3:p:1-17

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