Work

Online Social Networks: An Online Brand Community Framework

Year: 2011

Type: article

Abstract: This article explores the various stances and ideas that firms must both heed and consistently adapt to in the perpetuation ofthe Web 2.0 phenomenon of online social networks (OSNs). Within the article, the sociological implications of OSNs areexplored before discussing various strategies, opportunities, and problems that are associated with the continued growth ofOSNs within and outside of the firm, ending with the creation of a theoretical framework for value co-creation using OSNsand brand communities, and critical success factors in utilizing said framework.

Source: Journal of the Association for Information Systems

Authors: Jeffrey O. Segrave, Charles M. Carson, Jeffrey W. Merhout

Institution: Miami University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W135722749

FWCI: 2.784

Cites: 10

Cited by: 6

Related to: 10