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Social-networkers of the world, unite and take over: A meta-introspective perspective on the Facebook brand

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  • Patterson, Anthony

Abstract

Every marketer knows that the hottest barometers of popular culture are social networking sites like Facebook. Along with other forms of computer mediated communication, they have transformed consumers from silent, isolated and invisible individuals, into a noisy, public, and even more unmanageable than usual, collective. At the same time, grappling with social media strategies has been difficult for many companies. By adopting a meta-introspective approach, this paper attempts to synthesize the insights garnered from a large collection of introspective essays about Facebook penned by the very consumers for whom it was invented. Ultimately, the paper illuminates the dynamics of the Facebook brand, and illustrates how a meta-introspective approach can potentially be of utility to consumer researchers.

Suggested Citation

  • Patterson, Anthony, 2012. "Social-networkers of the world, unite and take over: A meta-introspective perspective on the Facebook brand," Journal of Business Research, Elsevier, vol. 65(4), pages 527-534.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:527-534
    DOI: 10.1016/j.jbusres.2011.02.032
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    References listed on IDEAS

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    Cited by:

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    4. Soumi Paul & Paola Peretti & Saroj Kumar Datta, 2017. "Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 5(1), pages 70-82, May.
    5. Gamboa, Ana Margarida & Gonçalves, Helena Martins, 2014. "Customer loyalty through social networks: Lessons from Zara on Facebook," Business Horizons, Elsevier, vol. 57(6), pages 709-717.
    6. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    7. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    8. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachroo, Pushkin, 2016. "The generation of virtual needs: Recipes for satisfaction in social media networking," Journal of Business Research, Elsevier, vol. 69(11), pages 5248-5254.
    9. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    10. Jeanine Niyonkomezi & Juniter Kwamboka, 2020. "Effect of brand communities on consumer engagement and trust: Evidence from mobile phone brands’ Facebook pages in Burundi," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(4), pages 244-252, July.
    11. Iesha Khajuria & Rachna, 2017. "Impact of Social Media Brand Communications on Consumer-Based Brand Equity," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(3), pages 124-131, September.
    12. Sana’a Nawaf Al-Nsour, 2021. "The Role of Customer Engagement and Relationship Quality toward E-Customer Loyalty in the Jordanian Online Environment," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(2), pages 149-149, July.
    13. Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    14. Hajli, M. Nick, 2014. "Developing online health communities through digital media," International Journal of Information Management, Elsevier, vol. 34(2), pages 311-314.
    15. Héla Benmiled-Cherif & Hans Ruediger Kaufmann & Agapi Manarioti, 2016. "The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 285-299.
    16. Szőcs Attila & Berács József, 2015. "A Causal Model of Consumer-Based Brand Equity," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 3(1), pages 5-26, December.

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