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Analyzing interactions and identifying social roles in a brand community on social networks

Author

Listed:
  • Lamya Benamar

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

This research focuses on the understanding of brand communities on social networks, by identifying the social roles of the members. Using an interactionnist approach we coded 1150 posts to provide a content analysis in order to bring up eight social roles. In a second step, we build the social graph of the members and using a structural analysis, we show that network structure variables provide valuable insights for better understanding the interactions between members and their roles.

Suggested Citation

  • Lamya Benamar & Christine Balagué, 2016. "Analyzing interactions and identifying social roles in a brand community on social networks," Post-Print hal-01427446, HAL.
    • Handle: RePEc:hal:journl:hal-01427446
    as

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