Purpose
The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.
Design/methodology/approach
A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed.
Findings
This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate.
Research limitations/implications
This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings.
Practical implications
The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies.
Originality/value
This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media.
O desafio atual é gerenciar centenas de ações na internet, em fluxo permanente, para atingir um consumidor que tem cada vez mais poder na relação de compra.
<span>Marcas solidárias fabricaram e doaram itens essenciais para
o combate à Covid-19, ganhando repercussão nas redes sociais. O contexto da
crise vai passar, mas será que a solidariedade
permanecerá?</span>
Although consumers’ temporal experiences in the performance of single practices of extraordinary nature have been well understood, there is not yet a clear understanding of how temporal experiences unfold from the recurrent performance of complexes of practices. Conversely, we delve into how the recurrent performance of quotidian complexes of practices affects consumers’ temporal experiences. To do so, we adopt a Rhythmanalysis lens to study the recurrent performance of runners and swimmers. We contribute to the literature by proposing that global rhythms are enduring and encompassing temporal experiences unfolding from the recurrent performance of complexes of practices through a process involving the orchestration of complexes of practices, the embodied effects of its routinization, the integration of consumption habits, and social involvement with communities of practitioners.
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