Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm-established brand community creates value for both – the company and their customers.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Abstract This dissertation examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Through hermeneutic data analysis the following four value creating practices are discovered: ‘exchanging brand narratives’, ‘celebrating brand love’, ‘support and information resource’, and ‘pressure valve for discontent’. The findings are drawn from qualitative interviews and netnographic observations of three Facebook brand Fan Pages. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers ́ lives. This study extends research on brand communities to the field of Social Networking and discovers insights helpful for marketing practitioners. The four detected practices create value and reconfirm findings of earlier studies on brand communities, but also add new insights by explaining how value is developed. The findings enhance understanding why and how consumers engage online with brands and other members and especially what kind of value these consumers derive from brand Fan Pages.
An exploration of how ergonomics can contribute to the solution of important societal and engineering challenges, Advances in Social and Organizational Factors discusses the optimization of sociotechnical systems, including their organizational structures, policies, and processes. It includes coverage of communication, crew resource management, work design, design of working times, teamwork, participatory design, community ergonomics, cooperative work, new work paradigms, organizational culture, virtual organizations, telework, and quality management. The book provides research on urban infrastructures and how to shape urban spaces, including stadiums and museums. It covers warning systems in cars, voice-based interfaces, and the positive effects on manufacturing processes available from health informatics and management systems. Several chapters examine the role human factors can play in counter-terrorism efforts and in interpreting deceptive behaviors. They provide suggestions on how to improve enterprise resource planning systems and stress the importance of lifelong learning, personalized learning, and work-life balance. The book also highlights issues with special populations, detailing how to design and adapt products and work situations for these groups. In addition to exploring the challenges faced in optimizing sociotechnical systems, the book underlines themes that play a role in all the challenges and how they are linked to each other. It concludes with an exploration of emotional ergonomics and the important positive effects of making people happy and healthy. With authors from around the globe, the book supplies a broad look at current challenges and possible solutions.
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.
This book addresses the implications of technology, entrepreneurship, and business development gadgets for applications in societies. In this book proceedings, we attempt to address the importance and impact of digitalization and on business development in the context of economic diversity, that is through various propositions of modern technology and entrepreneurial actions, and through the lens of case studies, experiments, empirical assessments, just to name a few research methodological stances and approaches. This book highlights a range of topics in the fields of technology, entrepreneurship, business administration, accounting, and economics that can contribute to business development in developing countries, such as learning machines, artificial intelligence, big data, deep learning, game-based learning, management information system, accounting information system, knowledge management, entrepreneurship and social enterprise, corporate social responsibility and sustainability, business policy and strategic management, international management and organizations, organizational behavior and HRM, operations management and logistics research, controversial issues in management and organizations, turnaround, corporate entrepreneurship, and innovation, legal issues, business ethics, and firm governance, and firm financial affairs, non-traditional research, and creative methodologies. This book is ideal for academicians, activists, curriculum developers, researchers, professionals, administrators, and policymakers. The readers of this book could gain an up-to-date know-how on state-of-the-modern technology, entrepreneurship, and business development and achievements in this regard from the research standpoint of view.
This book presents the latest research into the application of information and communication technologies within the travel and tourism sectors. Readers will find insightful contributions on a wide range of topics, including digital marketing, social media and online travel reviews, mobile computing, augmented and virtual reality, gamification, recommender systems, electronic distribution, online education and learning, and the sharing economy. Particular attention is devoted to the actual and potential impact of big data, and the development and implementation of digital strategies, including digital marketing and the digital economy. In addition to the description of research advances and innovative concepts, a number of informative case studies are presented. The contents of the book are based on the 2018 ENTER eTourism conference, held in Jönköping, Sweden. The volume will appeal to all academics and practitioners with an interest in the most recent developments in eTourism.
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
