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Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Özbölük, Tuğba; Dursun, Yunus - In: Journal of Product & Brand Management 26 (2017) 4, pp. 375-385

. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand … communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one …

Persistent link: https://www.econbiz.de/10014897333

Brand communities for mainstream brands: the example of the Yamaha R1 brand community

Felix, Reto - In: Journal of Consumer Marketing 29 (2012) 3, pp. 225-232

qualitative research approach was used in the form of netnography (i.e. ethnography adapted to the study of online communities …

Persistent link: https://www.econbiz.de/10014848957

Social Media and Autonomous Learning at a Latin America University: The Social Neuroscience Role of the Developing Metacognitive Capacities

Laaser, Wolfram Lothar; Toloza, Eduardo Adrián - In: International Journal of Advanced Pervasive and … 10 (2018) 2, pp. 38-57

The main purpose of this article is to investigate the selection patterns and uses made of the web tools and social media in both formal and non-formal education of students. The possibility of using networks to provide a multitude of stimuli that can be used for facilitating the learning, which...

Persistent link: https://www.econbiz.de/10012043060

The Social Media Survival Guide: Strategies, Tactics, and Tools for Succeeding in the Social Web

Lowe, Ben - In: Journal of Consumer Marketing 29 (2012) 6, pp. 457-457

Persistent link: https://www.econbiz.de/10014848990

Towards tacit knowledge sharing over social web tools

Panahi, Sirous; Watson, Jason; Partridge, Helen - In: Journal of Knowledge Management 17 (2013) 3, pp. 379-397

Purpose – Researchers debate whether tacit knowledge sharing through information technology (IT) is actually possible. However, with the advent of social web tools, it has been argued that most shortcomings of tacit knowledge sharing are likely to disappear. The purpose of this paper is...

Persistent link: https://www.econbiz.de/10014881141

Blend in with the scene to get maximum ad stand-out (the effectiveness of advertising based on social media and networks)

Cooper, L. - In: Strategic Direction 27 (2011) 8

Persistent link: https://www.econbiz.de/10015011738

Learning to be tribal: facilitating the formation of consumer tribes

Goulding, Christina; Shankar, Avi; Canniford, Robin - In: European Journal of Marketing 47 (2013) 5/6, pp. 813-832

tribes means that they are more difficult to manage. This paper, aims to suggest that a necessary pre‐requisite for … understanding how to engage with consumer tribes is to identify how consumers become members of tribes. Design … consumption found in the marketing literature; it identifies how consumer tribes are formed; and it questions received wisdom and …

Persistent link: https://www.econbiz.de/10014722915

Interview with Marshall Sponder, author of Social Media Analytics

by Gareth Bell, Interview - In: Strategic Direction 28 (2012) 6, pp. 32-35

Purpose – The purpose of this article is to provide an interview with the former web analytics guru, Marshall Sponder. Design/methodology/approach – The paper provides an interview with Marshall Sponder, author of Social Media Analytics . Findings – This special issue concludes with an...

Persistent link: https://www.econbiz.de/10015010730

Social networks and customer involvement in new service development (NSD)

Sigala, Marianna - In: International Journal of Contemporary Hospitality Management 24 (2012) 7, pp. 966-990

Purpose – The study aims to use netnography to investigate the role of customers' contributions in social networks for … analysis of customers' contributions in a social network, namely www.mystarbucksidea.com . Netnography was used for data …

Persistent link: https://www.econbiz.de/10014763152

Let's talk about wine: does Twitter have value?

Wilson, Damien; Quinton, Sarah - In: International Journal of Wine Business Research 24 (2012) 4, pp. 271-286

Purpose – The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall...

Persistent link: https://www.econbiz.de/10014814175

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