Scribd Logo
Upload

Welcome to Scribd!

  • 7 views

    LECTURE 9 - Case Study 2 (1)

    Uploaded by

    kzaidnba

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    LECTURE 9 - Case Study 2 (1)

    Uploaded by

    kzaidnba
    7 views2 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    7 views2 pages

    LECTURE 9 - Case Study 2 (1)

    Uploaded by

    kzaidnba

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 2

    CASE: THEORETICAL FRAMEWORK AND HYPOTHESIS DEVELOPMENT

    THE SOCIAL NETWORK

    The growing use of social network sites (such as Facebook) and online communities (such as
    for instance the Apple Computer community, the community of Harley-Davidson riders, and
    the community of Starbucks customers) provides exciting opportunities for organizations.
    Online brand communities allow organizations to engage and interact with customers, obtain
    market information, sell and advertise products, rapidly disseminate information, develop long-
    term relationships with the community, and eventually to influence consumers’ preferences
    and behavior (Dholakia and Bagozzi, 2001, Dholakia, Bagozzi, and Pearo, 2004, Franke and
    Shah, 2003, Muniz and Schau, 2005, Tedjamulia, Olsen, Dean, and Albrecht, 2005). “Brand
    community” is a term that is used to describe like-minded consumers who identify with a
    particular brand and share significant traits, such as for instance “a shared consciousness,
    rituals, traditions, and a sense of moral responsibility” (Muniz and O’Guinn, 2001, p. 412).
    Online brand communities are based on their core value - the brand- and grow by building
    relationships with and among members interested in the brand (Jang et al. 2008).

    There are several possible categorizations of online brand communities, but they are generally
    grouped into two categories based on who initiates and manages the community; (1) company-
    initiated communities, built by the company that owns the brand and (2) user-initiated
    communities, voluntarily built by their members (that is, the consumer) (e.g., Armstrong and
    Hagel 1996; Kozinets 1999). These two types of brand communities provide different
    opportunities for marketers. For instance, a brand community on a company website is one of
    the key determinants of attracting consumers to and retaining customers on the website
    (Nysveen and Pedersen, 2004). Consumer-initiated online brand communities may provide
    consumers with useful information about other consumers’ experiences with the product or
    service and the strengths and weaknesses of products or services (Jang et al. 2008).

    The success of online brand communities is heavily dependent on consumer participation in


    the online brand community. To determine why consumers participate in online brand
    communities business student Jesse Eisenberg has developed a model based on extant service
    marketing literature. The main idea in this literature is that perceived value and satisfaction are
    antecedents of the intention to use a product or service (Anderson, Fornell, and Lehmann 1994;
    Bolton and Drew 1991; Grönroos 1990; Hocutt 1998; Kang, Lee, and Choi 2007; Ravald and
    Grönroos 1996). Jesse wants to apply this idea to consumer participation in online brand
    communities. According to Jesse, “members will probably be satisfied with an online brand
    community and have the intention to participate in the community when they derive value from
    the community. Therefore it is important to know which values members may derive from
    participating in an online brand community.” A thorough review of the literature has convinced
    Jesse that participation in online brand communities depends on the communities’ perceived
    informational value, self-discovery value, social interactivity value, social enhancement value,
    entertainment value, and reward value (e.g., Dholakia, Bagazzi, and Pearo 2004; Flanagin and
    Metzger 2001).

    Figure 1 provides a graphical representation of Jesse’s ideas.

    Informational value

    Self-discovery value

    Social interactivity value


    Member’s satisfaction Loyalty toward online
    brand community
    Social enhancement
    intention to participate
    value

    Entertainment value

    Reward value

    You might also like