Is Social Media a Brand Community or a Brand Public?
In a brand community study, it is important to understand the change of the community caused by the appearance of social media. The marketing strategy depends significantly upon whether we understand social media as a brand community or brand public. The two concepts can be used to understand the di...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2019-12-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.002/_html/-char/en |
| _version_ | 1811291260637413376 |
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| author | Hisashi Mari |
| author_facet | Hisashi Mari |
| author_sort | Hisashi Mari |
| collection | DOAJ |
| description | In a brand community study, it is important to understand the change of the community caused by the appearance of social media. The marketing strategy depends significantly upon whether we understand social media as a brand community or brand public. The two concepts can be used to understand the dimensions of brand public and can coexist empirically with the dimensions of brand community, and/or one might be more pronounced than the other in particular cases. However, previous studies have not considered coexistence. In addition, brand public is likely to be dependent on platform property. Therefore, in this paper we confirm the previous findings of the two concepts, and we research consumer behavior in Facebook pages managed by the firm. The conclusion suggests that there are properties of both brand community and brand public on Facebook pages managed by the firm. |
| first_indexed | 2024-04-13T04:26:47Z |
| format | Article |
| id | doaj.art-5bd113be11c84906bdcf608b29bb17b8 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-13T04:26:47Z |
| publishDate | 2019-12-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-5bd113be11c84906bdcf608b29bb17b82022-12-22T03:02:28ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692019-12-0139310411510.7222/marketing.2020.002marketingIs Social Media a Brand Community or a Brand Public?Hisashi Mari0Department of Business Administration, Graduate School of Social Sciences, Tokyo Metropolitan UniversityIn a brand community study, it is important to understand the change of the community caused by the appearance of social media. The marketing strategy depends significantly upon whether we understand social media as a brand community or brand public. The two concepts can be used to understand the dimensions of brand public and can coexist empirically with the dimensions of brand community, and/or one might be more pronounced than the other in particular cases. However, previous studies have not considered coexistence. In addition, brand public is likely to be dependent on platform property. Therefore, in this paper we confirm the previous findings of the two concepts, and we research consumer behavior in Facebook pages managed by the firm. The conclusion suggests that there are properties of both brand community and brand public on Facebook pages managed by the firm.https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.002/_html/-char/eninteractioncommunity identificationself-presentationnetnography |
| spellingShingle | Hisashi Mari Is Social Media a Brand Community or a Brand Public? Maketingu Janaru interaction community identification self-presentation netnography |
| title | Is Social Media a Brand Community or a Brand Public? |
| title_full | Is Social Media a Brand Community or a Brand Public? |
| title_fullStr | Is Social Media a Brand Community or a Brand Public? |
| title_full_unstemmed | Is Social Media a Brand Community or a Brand Public? |
| title_short | Is Social Media a Brand Community or a Brand Public? |
| title_sort | is social media a brand community or a brand public |
| topic | interaction community identification self-presentation netnography |
| url | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.002/_html/-char/en |
| work_keys_str_mv | AT hisashimari issocialmediaabrandcommunityorabrandpublic |