Consumer's Participation on Brand Pages on Facebook
AbstractThe 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 InfoArticle 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)
brand; online brand communities; fan page; Facebook; business strategy; Romania;
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- 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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