Conceptualizing brand consumption in social media community

About this item

Title

Conceptualizing brand consumption in social media community

Content partner

Unitec

Collection

Research Bank

Description

The emergence of social media is challenging the conceptualization of the brand. This paper develops a conceptual model of the consumption of brands in Social Media Community (SMC). The research triangulates a social media focus group and face-to-face interviews. This study identifies five core drivers of brand consumption in a SMC articulated in the Five Sources Model. Managerial implications are discussed.

Format

Research paper

Research format

Conference item

Date created

2014-07

Creator

Davis, Robert / Piven, I. / Breazeale, M.

URL

https://hdl.handle.net/10652/3812

Related subjects

branding / consumption / focus group / interviews / motivation / social media / Marketing Management (incl. Strategy and Customer Relations)

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Copyright The Authors, 2014. All Rights Reserved

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