Essays about: "virtual brand communities"

Showing result 1 - 5 of 8 essays containing the words virtual brand communities.

  1. 1. Branding in the Metaverse: Exploring established brand management perspectives and the advent of decentralized branding on Web 3.0

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Thiago Costa; Alaa Eldin Helal; [2022]
    Keywords : Branding; Brand Management; Metaverse; Decentralization; Blockchain; Web 3.0; NFT; DAO; Decentralized Branding; Business and Economics;

    Abstract : Purpose: The purpose of this exploratory qualitative research is: First, to explore what brands understand by metaverse and how they perform branding in this new context. Second, to investigate how established constructivist approaches to branding are performed within the metaverse. READ MORE

  3. 2. Are likes as important for brands as it is for the teenager next door? : An explanatory study of how activity and engagement in social media as a brand community have an impact on attitude and repetitive purchases.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sofia Dahlgren; Christoffer Eriksson; Léa Tomasino; [2022]
    Keywords : Social media; activity; engagement; repetitive purchase; consumers´attitude; virtual brand community;

    Abstract : Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. READ MORE

  4. 3. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

    University essay from Göteborgs universitet/Graduate School

    Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
    Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

    Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

  5. 4. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  6. 5. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
    Keywords : B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

    Abstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE