The DOI matches its Crossref record; 19 of the 19 references it cites were found in a registry or an index.
Branding co-creation with members of online brand communities
Open accessAbstract
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
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Cites
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Cited by
Social media in marketing: A review and analysis of the existing literature
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) · Telematics and Informatics · doi:10.1016/j.tele.2017.05.008 · Cited by 1,123
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2017.12.001 · Cited by 591
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.07.009 · Cited by 528
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020) · Frontiers in Psychology · doi:10.3389/fpsyg.2020.00890 · Cited by 432
Wang, X.-W., Cao, Y.-M., & Park, C. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.07.018 · Cited by 236
Metadata
- Authors
- Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M.-O.
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2017-01
- Volume
- 70
- Pages
- 136-144
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2512018920
- Cited by
- 300
- References
- 19
- FWCI
- 73.36
- Type
- journal article
- Language
- en
- Open access
- green
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- Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M.-O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.08.026
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
