Discursive interactions shaping online brand communities’ social dynamics

Lima, Vitor; Pessôa, Luís Alexandre Grubits de Paula

doi:10.1108/qmr-01-2022-0003

Cited by 2 publications

(2 citation statements)

References 39 publications

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“…A qualitative research approach was adopted that combined netnography (Kozinets 2010(Kozinets , 2015Rageh et al, 2013;Lima and Pessôa, 2023), a technique for investigating social media as a cultural phenomenon, alongside semi-structured interviews with corporate account operators. Netnography analyzes online posted information and codes and interprets the content.…”

Section: Methodology and Data Collectionmentioning

confidence: 99%

Humanistic corporate accounts on social media: exploring identity construction and authenticity management

Mizukoshi,

Mari

2024

QMR

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Purpose This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts. Design/methodology/approach Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter. Findings A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects. Originality/value This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.

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Section: Methodology and Data Collectionmentioning

confidence: 99%

Humanistic corporate accounts on social media: exploring identity construction and authenticity management

Mizukoshi,

Mari

2024

QMR

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“…Netnography, which originated from the influential work of Kozinets (2002), serves as the predominant methodology for qualitative analysis of interactions and practices within online communities and networks. Netnography is a methodology used for examining virtual communities by leveraging digital media platforms on which these communities interact (Lima and Pessôa, 2023; Rossolatos, 2021). Kozinets (2002) introduced this methodology, recognizing the diminishing suitability of traditional qualitative analysis methods in light of the increasing digitization that permeates people’s lives, affecting not only their purchasing behavior but also their participation in dialog and content exchange within online groups.…”

Section: The Limits Of Current Netnographic Approaches For Tackling P...mentioning

confidence: 99%

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Levy,

Sabri

2024

QMR

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Purpose This study aims to introduce and define the concept of phygital brand community (PBC). It discusses the potential conflicts that can arise from engaging in multiple PBCs and propose an enriched netnographic methodological approach to explore the role of PBC engagement overlap and its influence on the phygital experience. Design/methodology/approach Following a critical analysis of the inherent limitations of netnographic methodological approaches in the context of PBCs, this study develops an enriched netnographic research protocol that accounts for the challenges of engagement overlap among PBCs. Findings This study proposes two methods of analysis, namely, “participatory netnography” and “witness netnography,” which are derived from a mixed-methodology approach that integrates elements of netnography. Research limitations/implications The findings of this study underscore the requisite methodological refinements imperative for enhancing netnographic analysis, particularly in its application for a better comprehension of individual behaviors within the realm of PBCs. In pursuit of this objective, the identified adjustments encompass ethical considerations, evaluation methods and their application in a digital milieu, where intricate mechanics and technologies frequently elude conventional methodologies. Originality/value In this study, the authors present a novel conceptualization of PBCs, highlighting their role and development, as well as the challenges they pose. To adequately capture the impact of PBC engagement overlap, the authors propose the need for an enriched mixed-methodological approach.

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Discursive interactions shaping online brand communities’ social dynamics

Cited by 2 publications

References 39 publications

Humanistic corporate accounts on social media: exploring identity construction and authenticity management

Humanistic corporate accounts on social media: exploring identity construction and authenticity management

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

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