Search results for " brand community"

showing 3 items of 3 documents

Viable Systems Approach and Consumer Culture Theory: A Conceptual Framework

2013

The aim of this study is to depict the relational dynamics between the firm/ brand and the individual/consumer or communities of consumers. To this aim we propose a conceptual framework, integrating the viable systems approach (VSA) with consumer culture theory (CCT), which considers the individual as an active co-maker of the product/brand (‘prosumer’). The VSA view of the firm overcomes the limitations of CCT research, which is mainly focused on the individual, giving little consideration to the other actors in the context. Among the different approaches under the umbrella of viable systems we chose the VSA because of its emphasis on the analysis of the systemic external relations with th…

Consumption (economics)Knowledge managementbrand community; consonance; consumer culture theory; resonance; subculture of consumption; viable systems approachconsumer culture theorybusiness.industrysubculture of consumptionContext (language use)consonanceviable systems approach (VSA) consumer culture theory (CCT) brand community sub-culture of consumption consonance-resonanceViable systems approachbrand communityBrand communityresonanceConceptual frameworkEconomicsBusiness Management and Accounting (miscellaneous)Product (category theory)Marketingbusinessviable systems approachProsumerConsumer culture theorySocial Sciences (miscellaneous)
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Advocacy participation and brand loyalty in virtual brand communtity

2014

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation is strongly contributed by the community’s ability to promote reciprocal and personal use experience, which also directly affects the members’ brand satisfaction. The results further show that advocacy participation a…

advocacy participationlojaaliussosiaalinen mediavirtual brand community
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Would you mind your language, please? : Consumer Incivility on Social Media Platforms

2022

Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand communi…

bränditconsumer incivilitytavat (tapakulttuuri)verkkoyhteisötverkkokeskusteluluottamussocial media brand representatives’ effortskuluttajatkohteliaisuussosiaalinen mediasocial media brand community participationsocial media brand trust
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