Experience with the Second-Generation Online Brands: Online-Only Brand Experience

Abstract: Thesis Purpose The purpose of this thesis is to deepen the knowledge in the phenomenon of brand experience by exploring components of online-only brand experience. Methodology A social-constructivist and interpretivist perspective guided the research to adopt a qualitative strategy with exploratory and phenomenological stance. Following an abductive approach and the hermeneutic circle technique, existing knowledge of offline brand experience served as guidance during the continuous interplay of data collection and analysis. Theoretical Perspective This research study builds on existing theoretical knowledge in the field of online marketing, online branding, Millennial generation, offline brand experience and online brand experience. The framework created illustrates the interplay of those and guides subsequent data analysis. Empirical Data Empirical data was gathered through nine in-depth pair friendship interviews (18 interviewees in total), where participants reported their experiences with seven different online-only brands, belonging to four different categories (entertainment, information, communication and database brands). Findings The research reveals six components of online-only brand experience, namely, sensory, affective, intellectual, behavioral, social and technical experiences. Technical experiences are revealed to be the most influential component. Research further suggests that triggers under each component stem from the brand itself and/or during the consumption process of service provided. Besides, research shows the most influential components within brand experiences of examined four online-only brand categories.