Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities

•The article articulates the existence of brand communities on social media.•It delineates five unique dimensions of brand communities based in social media.•They are: social context, structure, scale, content and storytelling, and affiliated brand communities.•Managers must pay attention to the dif...

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Bibliographic Details
Published in:International journal of information management 2014-04, Vol.34 (2), p.123-132
Main Authors: Habibi, Mohammad Reza, Laroche, Michel, Richard, Marie-Odile
Format: Article
Language:English
Subjects:
Arrays
Brand community
Brands
Communities
Conduction
Digital media
Exact sciences and technology
Information and communication sciences
Information management
Information science. Documentation
Information service management
Information system management
Library and information science. General aspects
Market strategy
Marketing
Marketing management
Netnography
Sciences and techniques of general use
Social media
Social networks
Studies
Unique dimensions
Use and user studies. Information needs
Value creation practices
Citations: Items that this one cites
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Description
Summary:•The article articulates the existence of brand communities on social media.•It delineates five unique dimensions of brand communities based in social media.•They are: social context, structure, scale, content and storytelling, and affiliated brand communities.•Managers must pay attention to the differences that exist between the new form of brand communities and the more traditional ones. Understanding how brands should operate on social media is very important for contemporary marketing researchers and managers. This paper argues that due to the social and networked nature of social media it is an ideal environment for brand communities. Taking a deep qualitative approach and with analysis of a vast array of data, the article articulates the existence of brand communities on social media. More importantly, it delineates five unique and relevant dimensions of brand communities based in social media. The authors advise researchers to consider these dimensions while conducting research on brand communities and social media. Further implications for practitioners and researchers are discussed.
ISSN:0268-4012
1873-4707
DOI:10.1016/j.ijinfomgt.2013.11.010