Understanding value-creating practices in social media-based brand communities

Anne Sorensen; Judy Drennan

doi:10.1080/02642069.2017.1373098

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Journal article

Peer reviewed

Understanding value-creating practices in social media-based brand communities

Anne Sorensen and Judy Drennan

Service Industries Journal, Vol.37(15-16), pp.986-1007

2017

DOI: https://doi.org/10.1080/02642069.2017.1373098

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Abstract

Marketing Management (incl. Strategy and Customer Relations)

Service logic

value creation

practices

value co-creation

social media-based brand communities

For service providers hosting social media-based brand communities, understanding the use of value-creating practices enables them to enhance their customers’ brand community experiences and facilitate value. Yet, extant social media-based brand community research neglects to examine the uses of practices in commonly occurring, direct service provider customer interactions that may be value co-creative. Thus, for a more holistic view of value creation, and informed by service logic, this study applies netnography to observe participants’ uses of practices in two social media-based cause brand communities, in both direct and indirect interactions. The findings reveal that participants predominantly employ practices in direct interactions and act as value co-creators. The findings extend empirical evidence into value-creating practices in social media-based brand communities. They also highlight how cause organisations should plan their uses of practices to facilitate the types of value-creating interactions they seek (i.e. direct and value co-creating, or indirect and independently value creating).

Details

Title: Understanding value-creating practices in social media-based brand communities
Authors: Anne Sorensen (Author) - Queensland University of Technology
Judy Drennan (Author) - Queensland University of Technology
Publication details: Service Industries Journal, Vol.37(15-16), pp.986-1007
Publisher: Routledge
DOI: 10.1080/02642069.2017.1373098
ISSN: 1743-9507
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99570308502621
Output Type: Journal article

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