Brand communities of Facebook: how do they create value?Australia New Zealand Marketing Academy Conference
Document TypeConference publication
AbstractIdentifying the value creating practices performed in the brand communities of Facebook is the primary focus of this working paper. This paper seeks to explore the differences in practices between the brand communities of functional and emotional product categories and also high and low involved products. A netnographic approach is undertaken with the data included naturalistic observation of brand community activities. Specific suggestions are offered after comprehensive data analysis and report writing.
Hassan, M & Pervan, SJ 2011, 'Brand communities of Facebook: how do they create value?', in M MacCarthy (ed.), Australia New Zealand Marketing Academy Conference, Perth, WA, 28-30 November, Edith Cowan University, Perth, WA. ISBN: 9780646563305