Conceptualizing brand consumption in social media community

Davis, Robert; Piven, I.; Breazeale, M.

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Date
2014-07
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).
Permanent link to Research Bank record:
https://hdl.handle.net/10652/3812
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.
Keywords:
brand, consumption, focus group, interviews, motivation, social media
ANZSRC Field of Research:
150503 Marketing Management (incl. Strategy and Customer Relations)
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