The value creation in brand public

Abstract: Purpose: Brand public is a new theory developed as a brand communication on social media. The aim of this thesis is to reveal the value creation of brand public in contrast to the values created by brand community Methodology: We apply a postmodern perspective and our study is constructionistic, therefore we have selected the qualitative approach called netnography. Theoretical Perspectives: We draw on relevant literature on brand public, brand communities, crowds, social status game and micro-celebrities. Empirical Foundation: Our data consists of 20775 tweets in the timespan from 2017-12-01 to 2018-04-09 in relation to the hashtag #HM. Through the tweets, we have been able to study the Twitter content in terms of hashtags, tweets and @replies. Conclusion: Supported by our findings, we have discerned that brand public is probably able to develop the connective actions. Second, we have discussed how to create crowds by means of affectivity on Twitter. Third, through relentless publics, the Twitter users can become micro-celebrity, which is marked by the number of retweets and @replies. Fourth, we have revealed the role played by brand public in the multidimensional social game on Twitter.