Results 311 to 320 of about 13,074 (347)

Building online brand communities

Journal of Vacation Marketing, 2012
The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities.
Hede, Anne-Marie, Kellett, Pamm
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The Effect of Online Communication on Corporate Brand Image

International Journal of Online Marketing, 2012
This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review.
Nagwa El Gazzar, Maha Mourad
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Materiality of Online Brand Community

2016
The bourgeoning interest in brand communities (O’Guinn and Muniz 2009; Piller et al. 2005; Schau et al. 2009; Thomas et al. 2011; Veloutsou and Moutinho 2009) has been given a new impetus with the emergence of OBCs (Bagozzi and Dholakia 2002; Ganley and Lampe 2009; Morandin et al. 2013).
Laurence Dessart, Cleopatra Veloutsou, Anna Morgan-Thomas   +2 more
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Online Sport Brand Communities

2015
Organizations have reached the point where they need to change their strategies in order to create value with customers. This is the modern marketing logic. It has mainly come about because consumers have been empowered to exert influence on companies. In this chapter we argue that a different perspective about consumer care has emerged through social ...
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Pre-Moderation in Online Brand Communities *

Firms operating online brand communities (OBCs) face a key tension: aligning user contributions with brand values without slowing the flow of fresh, engaging content. This study offers one of the first empirical examinations of how pre-moderation-moderating content before publication-affects user behavior. Leveraging a natural experiment in a large OBC
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The Effect of Brand Communication Style on Brand Engagement in Online Brand-Based Communities

2016
Social media, and specifically brand-based online communities, have revolutionized consumer-brand interactions. For the first time ever, the brand itself can converse with consumers. Hence a key question emerges: how should brands communicate with their fans in these communities?
Anaïs Gretry, Csilla Horváth, Allard van Riel   +2 more
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Green brand extension strategy and online communities

Journal of Systems and Information Technology, 2009
PurposeThe purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non‐green) brands for products with high vs low perceived environmental impact.Design/methodology/approachThe paper analyses responses to ...
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Exploring the Similarities of Influencers in Online Brand Communities

Proceedings of the 7th 2016 International Conference on Social Media & Society - SMSociety '16, 2016
Recent advances in technology have changed the way people use Internet. Customers use online platforms to socialize with friends and family, interact with new people and to gather latest information from all around the world. People coming together in online platforms give rise to virtual communities. In this paper we highlight the importance of online
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The role of sense of community in brand online social networking

International Journal of Web Based Communities, 2018
This study is designed to examine the role of a sense of community in brand online social networking (BOSN). In particular, this study explores the sense of community model from community psychology in the context of social media marketing (e.g., Facebook), and several antecedents are examined.
Jewon Lyu, Heejin Lim
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Cross-Cultural Differences in Online Brand Communities: An Exploratory Study of Indian and American Online Brand Communities

Journal of International Consumer Marketing, 2010
ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures.
Vivek Madupu, Delonia O. Cooley
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