Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders
نویسندگان
چکیده
منابع مشابه
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...
متن کاملa study on rate making and required reserves determination in reinsurance market: a simulation
reinsurance is widely recognized as an important instrument in the capital management of an insurance company as well as its risk management tool. this thesis is intended to determine premium rates for different types of reinsurance policies. also, given the fact that the reinsurance coverage of every company depends upon its reserves, so different types of reserves and the method of their calc...
The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...
متن کاملExamining the Nature of an Online Brand Community as a B2B Brand Communication Platform: A Netnographic Analysis of the CISCO LinkedIn Group
Building on the extant research on branding and social media, this study examines the nature of an online brand community as a B2B brand communication platform through netnographic analysis of the CISCO LinkedIn Group discussions. The empirical analysis yielded four distinct themes characterizing B2B brand communication within the online community that contribute to the existing theory: company...
متن کاملOnline Social Networks: An Online Brand Community Framework
This article explores the various stances and ideas that firms must both heed and consistently adapt to in the perpetuation of the Web 2.0 phenomenon of online social networks (OSNs). Within the article, the sociological implications of OSNs are explored before discussing various strategies, opportunities, and problems that are associated with the continued growth of OSNs within and outside of ...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Technology Innovation Management Review
سال: 2012
ISSN: 1927-0321
DOI: 10.22215/timreview/563