Show simple record

dc.contributor.authorDavis, Robert
dc.contributor.authorPiven, I.
dc.contributor.authorBreazeale, M.
dc.contributor.editorRospiglios, A. & Greener, S.
dc.contributor.editorGreener, S.en_NZ
dc.date.accessioned2017-06-19T21:42:13Z
dc.date.available2017-06-19T21:42:13Z
dc.date.issued2014-07
dc.identifier.isbn9781910309285
dc.identifier.isbn9781910309308
dc.identifier.urihttps://hdl.handle.net/10652/3812
dc.description.abstractThe 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.en_NZ
dc.language.isoenen_NZ
dc.publisherAcademic Conferences and Publishing International Limiteden_NZ
dc.rightsCopyright The Authors, 2014. All Rights Reserveden_NZ
dc.subjectbranden_NZ
dc.subjectconsumptionen_NZ
dc.subjectfocus groupen_NZ
dc.subjectinterviewsen_NZ
dc.subjectmotivationen_NZ
dc.subjectsocial mediaen_NZ
dc.titleConceptualizing brand consumption in social media communityen_NZ
dc.typeConference Contribution - Paper in Published Proceedingsen_NZ
dc.date.updated2017-05-10T05:37:28Z
dc.rights.holderAuthorsen_NZ
dc.subject.marsden150503 Marketing Management (incl. Strategy and Customer Relations)en_NZ
dc.identifier.bibliographicCitationDavis, 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).en_NZ
unitec.publication.spage128en_NZ
unitec.publication.lpage135en_NZ
unitec.publication.titleProceedings of the European Conference on Social Media University of Brighton UK 10-11 July 2014en_NZ
unitec.conference.titleProceedings of the European Conference on Social Media (ECSM 2014)en_NZ
unitec.conference.orgUniversity of Brighton, U.K.en_NZ
unitec.conference.locationUniversity of Brighton, U.K.en_NZ
unitec.conference.sdate2014-07-10
unitec.conference.edate2014-07-11
unitec.peerreviewedyesen_NZ
dc.contributor.affiliationUnitec Institute of Technologyen_NZ
dc.contributor.affiliationOtago Polytechnicen_NZ
dc.contributor.affiliationUniversity of Nebraska at Omahaen_NZ
unitec.identifier.roms59214en_NZ
unitec.institution.studyareaManagement and Marketing


Files in this item

Thumbnail

This item appears in

Show simple record


 Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142