Online brand communities.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Bakeberg, Bastian
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hamburg : Anchor Academic Publishing, 2016.
Temas:
Business.
Marketing.
Information technology.
Business > Data processing.
Electronic commerce.
Marketing
Affaires.
Technologie de l'information.
Gestion > Informatique.
Commerce électronique.
marketing.
information technology.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Business
Business > Data processing
Electronic commerce
Information technology
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Online brand communities. Value creating capabilities of brand communities on Facebook; Abstract; Table of contents; A
  • Introduction; 1. Aim of this study; 2. Study outline; 3. Study relevance; B
  • Critical Literature Review; 1. Brands and their social meaning; 2. Consumer Brand Relationships; 2.1. Consumers and their brands; 2.2. Consumer brand relationships criticism; 2.3. Internet as relationship facilitator; 2.4. Online relationships; 2.5. Fandom and consumer-brand devotion; 3. Brand Community Research; 3.1. Brand community; 3.2. E-tribes; 3.3. Virtual communities; 3.4. Social Networking.
  • 3.5. Interpersonal relationships online4. Value Creation Practices; 4.1. Empowered consumers; 4.2. Additional value of relationships; 4.3. Brand community practices creating value; 4.4. Co-creation of value; 4.5. How value is co-created; C
  • Research Methodology; 1. Research philosophies; 1.1. Positivism; 1.2. Interpretivism; 2. Qualitative vs. quantitative data; 3. Adopted research philosophy and research approach; 3.1. Interpretivist paradigm; 3.2. Qualitative netnographic approach; 4. Data collection process; 4.1. Archival Data; 4.2. Elicted Data; 4.3. Fieldnotes.
  • 5. Data analysis and interpretation procedures5.1. Hermeneutic data analysis; 6. Trustworthiness of study; 6.1. Reliability; 6.2. Validity; D
  • Data Analysis; 1. Exchanging brand narratives; 2. Celebrating brand love; 3. Support and information resource; 4. Pressure valve for discontent; E
  • Conclusions; F
  • Recommendations; G
  • References; H
  • Appendix; 1. Interview themes.

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