IDEAS home Printed from https://ideas.repec.org/a/nup/jrmdke/v2y2014i4p87-106.html
   My bibliography  Save this article

Consumer's Participation on Brand Pages on Facebook

Author

Listed:
  • Bianca MITU

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

  • Diego Oswaldo Camacho VEGA

    () (Universidad Autónoma de Baja California)

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.

Suggested Citation

  • Bianca MITU & Diego Oswaldo Camacho VEGA, 2014. "Consumer's Participation on Brand Pages on Facebook," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 2(4), pages 87-106, April.
  • Handle: RePEc:nup:jrmdke:v:2:y:2014:i:4:p:87-106
    as

    Download full text from publisher

    File URL: http://managementdynamics.ro/index.php/journal/article/download/47/39
    Download Restriction: no

    File URL: http://managementdynamics.ro/index.php/journal/article/view/47/39
    Download Restriction: no

    References listed on IDEAS

    as
    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. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    3. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-432, March.
    4. 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, vol. 54(3), pages 241-251, May.
    5. N. Lesca, 2010. "Introduction," Post-Print halshs-00640602, HAL.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nup:jrmdke:v:2:y:2014:i:4:p:87-106. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Cristian-Mihai VIDU). General contact details of provider: http://edirc.repec.org/data/fmsnsro.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.