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Contextualising social capital in online brand communities

Author

Listed:
  • Stephanie Meek

    (Edith Cowan University)

  • Madeleine Ogilvie

    (Edith Cowan University)

  • Claire Lambert

    (Edith Cowan University)

  • Maria M. Ryan

    (Edith Cowan University)

Abstract

Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity.

Suggested Citation

  • Stephanie Meek & Madeleine Ogilvie & Claire Lambert & Maria M. Ryan, 2019. "Contextualising social capital in online brand communities," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 426-444, July.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-00145-3
    DOI: 10.1057/s41262-018-00145-3
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    References listed on IDEAS

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