Conceptualizing brand consumption in social media community

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Authors
Davis, Robert
Piven, I.
Breazeale, M.
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Date
2014-07
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Conference Contribution - Paper in Published Proceedings
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Keyword
branding
consumption
focus group
interviews
motivation
social media
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.
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Academic Conferences and Publishing International Limited
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Copyright The Authors, 2014. All Rights Reserved
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