Managing the paradox of growth in brand communities through social media

Cooper, T, Stavros, C and Dobele, A 2016, 'Managing the paradox of growth in brand communities through social media', in Dr David Fortin and Dr Lucie K. Ozanne (ed.) Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC 2016), Christchurch, New Zealand, 5-7 December 2016, pp. 292-299.


Document type: Conference Paper
Collection: Conference Papers

Title Managing the paradox of growth in brand communities through social media
Author(s) Cooper, T
Stavros, C
Dobele, A
Year 2016
Conference name ANZMAC 2016: Marketing in a Post-Disciplinary Era
Conference location Christchurch, New Zealand
Conference dates 5-7 December 2016
Proceedings title Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC 2016)
Editor(s) Dr David Fortin and Dr Lucie K. Ozanne
Publisher University of Canterbury
Place of publication Christchurch, New Zealand
Start page 292
End page 299
Total pages 8
Abstract The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level.
Subjects Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Brand community
Engagement
Facebook
Social media
Copyright notice © 2016 ANZMAC
ISBN 9780473376604
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