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Consumer's Participation on Brand Pages on Facebook

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  • Bianca MITU

    ()
    (College of Management, National University of Political Studies and Public Administration)

  • Diego Oswaldo Camacho VEGA

    ()
    (Universidad Autónoma de Baja California)

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    Abstract

    The focus of this study is to analyze consumer's participation and communication in the online brand communities on Facebook. This type of brand community represents a subgroup of virtual communities, which is known as communities of consumption or fan clubs (Kozinets, 1999; Szmigin et al., 2005). Understanding consumer relationships in such communities is important for the success of both the brand and the community. The aim of our study is to investigate how and in what sense consumers participate and communicate with one another via online brand communities, so as to explore the nature of the consumer's participation on brand pages on Facebook. Also, we aim to investigate the importance of the Facebook fan page as a tool for a company's business strategy. n order to investigate all these different aspects, a quantitative audience research was conducted, using a structured questionnaire.

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    Bibliographic Info

    Article provided by College of Management, National University of Political Studies and Public Administration in its journal Management Dynamics in the Knowledge Economy.

    Volume (Year): 2 (2014)
    Issue (Month): 4 (April)
    Pages: 87-106

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    Handle: RePEc:nup:jrmdke:v:2:y:2014:i:4:p:87-106

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    Related research

    Keywords: brand; online brand communities; fan page; Facebook; business strategy; Romania;

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    1. Carlson, Brad D. & Suter, Tracy A. & Brown, Tom J., 2008. "Social versus psychological brand community: The role of psychological sense of brand community," Journal of Business Research, Elsevier, vol. 61(4), pages 284-291, April.
    2. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, Elsevier, vol. 54(3), pages 241-251, May.
    3. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(4), pages 412-32, March.
    4. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, Elsevier, vol. 17(3), pages 252-264, June.
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