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Consumer Engagement in a Private Label Online Community

In: National Brands and Private Labels in Retailing

Author

Listed:
  • Francesca Negri

    (University of Parma)

Abstract

The Internet, and in particular Social Media, has changed the way consumers interact with brands, companies and with each other. Social platforms give users the possibility to create, share and review content with other consumers. Social media have attracted a great deal of analysis and research into buying motivation, consumption habits and consumer feedback. The aim of this study is to identify and dissect consumer attitudes by using online discussions about Private Labels. The study uses a practice theoretical method to analyse consumers’ online conversations about the topic in an Italian Community, “Io Leggo l’etichetta” (I read the label), very active on Facebook. The label in fact provides information which enables customers to match the Private Label manufacturer with a National Brand manufacture. Practice theory is a cultural approach to studying consumption (Reckwitz, 2002) and is used as a framework to identify and discuss different practices.

Suggested Citation

  • Francesca Negri, 2014. "Consumer Engagement in a Private Label Online Community," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 161-168, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-07194-7_16
    DOI: 10.1007/978-3-319-07194-7_16
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