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


  • Patterson, Anthony


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

    1. Wallendorf, Melanie & Brucks, Merrie, 1993. " Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Oxford University Press, vol. 20(3), pages 339-359, December.
    2. Christian Fieseler & Matthes Fleck & Miriam Meckel, 2010. "Corporate Social Responsibility in the Blogosphere," Journal of Business Ethics, Springer, vol. 91(4), pages 599-614, February.
    3. Steve Baron & Anthony Patterson & Kim Harris & Julia Hodgson, 2007. "Strangers in the night: speeddating, CCI and service businesses," Service Business, Springer;Pan-Pacific Business Association, vol. 1(3), pages 211-232, September.
    4. Gould, Stephen J, 1991. " The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 194-207, September.
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    Cited by:

    1. repec:mig:tmjrnl:v:5:y:2017:i:1:p:70-82 is not listed on IDEAS
    2. 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.
    3. repec:eee:ijrema:v:33:y:2016:i:2:p:375-391 is not listed on IDEAS
    4. Wu, Chih-Wen, 2015. "Facebook users' intentions in risk communication and food-safety issues," Journal of Business Research, Elsevier, vol. 68(11), pages 2242-2247.
    5. repec:eee:jbrese:v:85:y:2018:i:c:p:10-22 is not listed on IDEAS
    6. Zaglia, Melanie E., 2013. "Brand communities embedded in social networks," Journal of Business Research, Elsevier, vol. 66(2), pages 216-223.
    7. 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.


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