Do online brand communities help build and maintain relationships with consumers? A network theory approach

Lee, Hyun Joung; Lee, Doo-Hee; Taylor, Charles R.; Lee, Jong-Ho

doi:10.1057/bm.2011.33

Cited by 56 publications

(46 citation statements)

References 40 publications

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“…Moreover, some studies (e.g. Lee et al, 2011) have successfully applied network theory to help understand interactions within a web-based community, albeit generally in single country context. Third, with networking capability, firms can develop routines within their networks that generate "new resource configurations and the firm's capacity to integrate, reconfigure, gain and release resource combinations" (Mort and Weerawardena, 2006, p. 558).…”

Section: Theoretical Applicationmentioning

confidence: 99%

Social media and international advertising: theoretical challenges and future directions

Okazaki

Taylor

2013

International Marketing Review

294

242

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El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription Purpose -The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area. Design/methodology/approach -The article draws on the extant literature to identify three key theoretical foundations that can be used in research on advertising in media from an advertising perspective: networking capability; image transferability; and personal extensibility. For each of these perspectives, the current state of knowledge, theoretical challenges, and future research directions are summarized. Findings -The three key theoretical perspectives (networking capability, image transferability, and personal extensibility) provide strong potential for better understanding the advantages and disadvantages of social media use for advertisers. They are also useful for identifying important research gaps that need to be filled in the future. Research limitations/implications -Research on social media advertising in an international context is still in its infancy, and needs further attention. As few cross-cultural studies have been conducted, the theories and their application will likely evolve in the future. Originality/value -A review and conceptual framework pertaining to theoretical perspective used in social media research in an international advertising context has been practically non-existent. Thus, this article is designed to serve as a solid starting point for future research endeavors.

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Section: Theoretical Applicationmentioning

confidence: 99%

Social media and international advertising: theoretical challenges and future directions

Okazaki

Taylor

2013

International Marketing Review

294

242

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“…This index is composed of in-degree centrality and out-degree centrality. The basic formula (Lee, Lee, Taylor, & Lee, 2011) is presented as following:…”

Section: Centrality Analysismentioning

confidence: 99%

World City Network in China: A Network Analysis of Air Transportation Network

Li¹,

Dawood²

2016

MAS

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World city network formation is one of the most robust trends in the context of globalization. The unprecedented economic transformation and infrastructure restructuring enable China to integrate in world city network overwhelmingly. The purpose of this paper is aiming to conduct a network analysis of Chinese air transportation network based upon large-scale collected data of inter-city air passengers' volume thereby identifying the world city network of Chinese cities, as well as the internal cooperative relationship and hierarchical structure of these articulations in the network. There are 80 sample cities are enclosed in this air transportation network model using UCINET, which is pioneering social network analytical software. Clearly, UCINET is applied to manipulate the matrix of inter-city air passengers flows in order to elaborate analyze of density of the whole network, to calculate multiple centrality of each node cities, which strives to identify the dominance of each cities' hierarchical power and positions. In addition, NetDraw program in UCINET is designed to visualize the whole network whereas CONCOR program is operationalized to classify major subgroups within national air transportation network of China. Based on the analysis, we can find that Beijing, Shanghai and Guangzhou play a dominant role in this network, and it is evident that there exist some robust cooperative relationships within and between subgroups arisen from overall air transportation network. Overall, these findings consolidate a concrete cornerstone of Chinese world city network formation.

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“…as advertising messages [Chen et al 2011]. Social media play a significant role in creating an image or forming an opinion on particular products and companies on the Internet [Lee et al 2011]. Such activities are called e-WOM where the today's platform for conveying information are SM [Chatterjee 2011;Wallace et.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Social media as a source of information about products and services in the light of cross-cultural research in China, Poland and United States / Media społecznościowe jako źródło informacji o produktach i usługach w świetle badań międzykulturowych w Chinach, Polsce i Stanach Zjednoczonych

Bartosik‐Purgat¹

2016

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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Do online brand communities help build and maintain relationships with consumers? A network theory approach

Cited by 56 publications

References 40 publications

Social media and international advertising: theoretical challenges and future directions

Social media and international advertising: theoretical challenges and future directions

World City Network in China: A Network Analysis of Air Transportation Network

Social media as a source of information about products and services in the light of cross-cultural research in China, Poland and United States / Media społecznościowe jako źródło informacji o produktach i usługach w świetle badań międzykulturowych w Chinach, Polsce i Stanach Zjednoczonych

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