Online brand communities use of value co-creation for brand community engagement
Karhunen, Krista (2019)
Karhunen, Krista
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019101119859
https://urn.fi/URN:NBN:fi:amk-2019101119859
Tiivistelmä
We are living in a world where digitalization has affected our way to communicate, as well as the way in which we spend our time, look for help, network and interact with the other people. It has also made it possible for companies to utilize value creation and co-creation in their experience platforms.
Online brand communities can also be seen as experience platforms where consumers share their knowledge and interact together. When developing online brand communities, companies have to understand what kinds of benefits an online brand community can provide for their customers. For this reason, the purpose of the theoretical framework was to establish what kinds of benefits online brand communities provide to engage their users.
Quantitative content analysis was used for the empirical study. The sample included 18 online brand communities, and the content of the communities was coded based on the theoretical framework. The benefits that the online brand communities provided for their users were social, economic and entertainment benefits. Most of the online brand communities used social and entertainment benefits in their community. The economic benefits were not as popular.
The findings recommend to what kinds of factors online brand community owners and managers should pay more attention in their community and what kinds of features are the most widely used. The study had limitations because there was a wide range of content available and only one coder. Further research could repeat the same research process from different kinds of aspects or study the benefits from the user point of view.
Online brand communities can also be seen as experience platforms where consumers share their knowledge and interact together. When developing online brand communities, companies have to understand what kinds of benefits an online brand community can provide for their customers. For this reason, the purpose of the theoretical framework was to establish what kinds of benefits online brand communities provide to engage their users.
Quantitative content analysis was used for the empirical study. The sample included 18 online brand communities, and the content of the communities was coded based on the theoretical framework. The benefits that the online brand communities provided for their users were social, economic and entertainment benefits. Most of the online brand communities used social and entertainment benefits in their community. The economic benefits were not as popular.
The findings recommend to what kinds of factors online brand community owners and managers should pay more attention in their community and what kinds of features are the most widely used. The study had limitations because there was a wide range of content available and only one coder. Further research could repeat the same research process from different kinds of aspects or study the benefits from the user point of view.
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