Work

Online Brand Community in Action. A Constitutive netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community

Year: 2006

Type: dissertation

Abstract: This thesis advances an explicit, consequent, and wholesome ethnomethodological perspective on brand community. It recognizes brand community as a social problem – something to be continuously solved and achieved. The two main perceivably stable features of the Nikonian community are (1) practical usefulness and (2) the social link. The authors suggest that both features are constantly accomplished through three types of aggregate behaviour (1) lurking, (2) ordinary membership, and (3) community citizenship behaviour (CCB). These categories entail corresponding actions of different relevance for achieving online brand community.

Source: Lund University Publications Student Papers (Lund University)

Authors: Annicken Abrahamsen, Benjamin J. Hartmann

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1718161295

Cites: 61

Cited by: 1

Related to: 10