Use of embedded brand community networks for brand co-creation

Laud, G, Mulye, R and Rahman, K 2011, 'Use of embedded brand community networks for brand co-creation', in Dr Martin MacCarthy, Dr Stephen Fanning and Kathryn France (ed.) Proceedings of the Australian & New Zealand Marketing Academy Conference ANZMAC 2011, Perth, Australia, 28-30 November 2011, pp. 1-9.


Document type: Conference Paper
Collection: Conference Papers

Title Use of embedded brand community networks for brand co-creation
Author(s) Laud, G
Mulye, R
Rahman, K
Year 2011
Conference name ANZMAC 2011
Conference location Perth, Australia
Conference dates 28-30 November 2011
Proceedings title Proceedings of the Australian & New Zealand Marketing Academy Conference ANZMAC 2011
Editor(s) Dr Martin MacCarthy, Dr Stephen Fanning and Kathryn France
Publisher Australian and New Zealand Marketing Academy
Place of publication Australia
Start page 1
End page 9
Total pages 9
Abstract Although social media has seen prolific growth in recent years, very little attention has been given to embedded brand communities within these media channels and their impact on brands. This paper discusses how brand communities emerging within social networking sites can be used as a valuable branding tool in collaborative marketing. We present a conceptual framework using social network theory and self-determination theory to demonstrate how an individual‟s relational perspective and structural position within any embedded brand community network in social media can help in predicting an individual‟s motivation to participate, peer-to-peer information flow and influence susceptibility.
Subjects Marketing Communications
Marketing Theory
Keyword(s) Social media
interaction
collaboration
social network theory and self-determination theory
Copyright notice © 2011 the authors
Versions
Version Filter Type
Access Statistics: 252 Abstract Views  -  Detailed Statistics
Created: Wed, 04 Jun 2014, 12:40:00 EST by Catalyst Administrator
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us