Essays about: "Brand Community Participation"
Showing result 1 - 5 of 10 essays containing the words Brand Community Participation.
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1. The new frontier of co-creation : What are the drivers for consumers to engage in co-creation activities in the metaverse?
University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknikAbstract : Research Question: What are the drivers for consumers to co-create in the metaverse and howcan companies use them to increase engagement in co-creation? Purpose: The purpose of this study is to get insight into how companies canincrease consumer engagement for participation in co-creation activitieswithin the metaverse. By enlightening the research community and businesses about the consumer perspective on the metaverse and the cocreation possibilities and what their drivers would be to engage in cocreation, companies can better target these individuals and ultimately increase their brand value. READ MORE
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2. The Development of Brand Loyalty within Online Motorsport Brand Communities
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleAbstract : The use of online brand communities and its effect on brand loyalty has been heavily researched in previous studies. However, online brand communities in the context of motorsport, which is inherently different from other sports, has not been thoroughly researched previously and currently remains unknown. READ MORE
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3. Sorry to Burst Your Bubble : An analysis on how content by @thegirlslikeme organize resistance against anti-feminist narratives through humor and wellness fuelling participation in Nigerian feminist discourse on Instagram
University essay from Uppsala universitet/Institutionen för informatik och mediaAbstract : In this study, I look at the content and interpretation of posts by a feminist meme account on Instagram called @thegirlslikeme, from the perspective of a sample size of Nigerian female followers through a focus group discussion, along with a visual social semiotic analysis of the posts. This study set out to answer three research questions: i) How do the posts on TGLM use humor and wellness to portray feminism? ii) How is the content on TGLM challenging antifeminist narratives in a Nigerian context? And finally, iii) How do the Nigerian followers relate to the brand of feminism represented on TGLM? The theoretical approaches theories employed to help think through the data gathered in form of thematic blocks from the interview, and the textual and visual content are participatory culture, work of representation, and filter bubbles and echo chambers. READ MORE
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4. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE
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5. Connecting Value Co-Creation Practices and Consumer Relationships in Brand Communities : A Comparative Multiple Case Study of Two Adidas Runners Communities
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : A strong brand community is characterized by its value co-creation practices and brand community consumer relationships. Although previous brand community literature explains the contribution of brand community entities through these practices and relationships separately, no identified research has focused on how these practices are connected to the consumer relationships. READ MORE
