Conceptualizing brand consumption in social media community
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Authors
Davis, Robert
Piven, I.
Breazeale, M.
Piven, I.
Breazeale, M.
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Date
2014-07
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Type
Conference Contribution - Paper in Published Proceedings
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
branding
consumption
focus group
interviews
motivation
social media
consumption
focus group
interviews
motivation
social media
ANZSRC Field of Research Code (2020)
Citation
Davis, R., Piven, I., & Breazeale, M. (2014, July). Conceptualizing brand consumption in social media community. Rospiglios, A. & Greener, S. (Ed.), Proceedings of the European Conference on Social Media University of Brighton UK 10-11 July 2014 (pp.128-135).
Abstract
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.
Publisher
Academic Conferences and Publishing International Limited
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Copyright The Authors, 2014. All Rights Reserved