Analyzing interactions and identifying social roles in a brand community on social networks

Lamya Benamar () and Christine Balagué ()
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Lamya Benamar: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management
Christine Balagué: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management

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Abstract: This research focuses on the understanding of brand communities on social networks, by identifying the social roles of the members. Using an interactionnist approach we coded 1150 posts to provide a content analysis in order to bring up eight social roles. In a second step, we build the social graph of the members and using a structural analysis, we show that network structure variables provide valuable insights for better understanding the interactions between members and their roles.

Keywords: Network structures; Brand community; Social roles; Social networks; Social interactions (search for similar items in EconPapers)
Date: 2016-05-24
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Published in EMAC 2016 : 45th Annual Conference of European Marketing Academy. "Marketing in the Age of Data", May 2016, Oslo, Norway

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01427446

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