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

• 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
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2013.11.010

•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.