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Virtual Brand Communities as a Source of Value Co-creation

In: Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0

Author

Listed:
  • Dagna Siuda

    (Lodz University of Technology)

Abstract

Social media are considered to be one of the most important communication channel, widely used in almost every aspect of life. Their popularity and accessibility have influenced various fields, including marketing. One of the most prominent features in this domain is the virtual brand communities, gathered around fanpages. They do not only enabled the occurrence of efficient, almost real-time dialogue between the consumers and marketers, but also allowed the fans to participate in brand’s value co-creation. The main aim of the article is to present the issue of brand value co-creation in the social media. The author completed the research based on the survey carried out among a representative group of 650 Polish Internet users. The results indicate that fans eagerly engage in value co-creating activities, however they choose those requiring less effort. Therefore, the marketers should concentrate on increasing members’ involvement and partially moving the control to the consumers.

Suggested Citation

  • Dagna Siuda, 2020. "Virtual Brand Communities as a Source of Value Co-creation," Springer Proceedings in Business and Economics, in: Agnieszka Zakrzewska-Bielawska & Iwona Staniec (ed.), Contemporary Challenges in Cooperation and Coopetition in the Age of Industry 4.0, chapter 0, pages 397-406, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-30549-9_21
    DOI: 10.1007/978-3-030-30549-9_21
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