Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities

Almeida, Stefânia Ordovás de; Scaraboto, Daiane; Fleck, João Pedro dos Santos; Dalmoro, Marlon

doi:10.1016/j.intmar.2018.05.006

Cited by 27 publications

(31 citation statements)

References 43 publications

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“…The marketplace is embedded in consumption paradoxes, such as individualism/tribalism and work/play (de Almeida et al, 2018;Skandalis et al, 2016). We believe that CCT can facilitate the un- competition (at a micro-level), politics or the economy (at a macrolevel) (Waqas et al, 2021).…”

Section: Theoretical Propositionsmentioning

confidence: 94%

“…Consumer interactions are also expected to generate engagement, particularly between members and a brand (e.g., de Almeida et al., 2018; Samala & Katkam, 2019). Engagement varies in context and intensity (de Almeida et al., 2018). Notwithstanding, brand transgressions can undermine co‐creative and engagement efforts, which can be solved through coping strategies (Weijo et al., 2019).…”

Section: Review Of Studiesmentioning

confidence: 99%

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A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

Hungara

Nobre

2021

Int J Consumer Studies

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In the last decades, the focus of studies on consumer behavior has changed from the individual to the group. Classical theories based on economic utility are insufficient to understand this phenomenon. Therefore, a new theoretical and postmodern approach seems necessary. Despite the increasing popularity of consumption communities, the investigation in the field is still dispersed. This study represents one first attempt to synthesize findings on the topic, in light of the consumer culture theory (CCT) tradition. CCT provides a useful framework to understand the social, cultural, experiential, and symbolic aspects of consumption. In this paper, we perform a systematic literature review on consumption communities. We also suggest an agenda for future research on the topic, consisting of its emerging themes and a set of propositions of study.

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Section: Theoretical Propositionsmentioning

confidence: 94%

Section: Review Of Studiesmentioning

confidence: 99%

A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

Hungara

Nobre

2021

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…The literature demonstrated positive correlations between community members' pursuit of functional/social incentives and ensuing surges in community participation (Bruhn et al, 2014; de Almeida et al, 2018; Mathwick et al, 2008; Nambisan & Baron, 2009, 2010; Pansari & Kumar, 2016). Beyond being a revolutionary communicative medium, social media serves as channel content that modern generations access for information.…”

Section: Theoretical Contextmentioning

confidence: 99%

“…Building on these findings, Cheng et al (2018) argued that people build relationships with OBCs because of their need to acquire connections with new people. However, a burgeoning stream of scholars have called for further work on OBCs and customer loyalty because current studies are insufficient in several notable aspects (e.g., Baldus et al, 2015; de Almeida et al, 2018; He et al, 2017; Swaminathan et al, 2020). First, existing studies collectively assume that OBCs and customer loyalty are predominantly linear within a customer segment.…”

Section: Introductionmentioning

confidence: 99%

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

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Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood differently by people who participate in online brand communities, this study is based on a constructivist perspective combined with hermeneutic methodology and embedded case study research strategy to examine how online brand communities activate multidimensional customer loyalty intentions. Empirical data were generated through 45 in‐depth interviews of millennials. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public‐voting loyalists, loveless loyalists, and mercenary loyalists. Each stream contains one additional subcategory mediated by consumer levels of participation in online brand communities. This study contributes to existing literature. Unlike extant studies, it specifically argues that customers' loyalty intentions in online brand communities depend on the individuals and context, and it categorizes loyalty into different levels. Practical steps by which companies may utilize these categories and theoretical implications for wider consideration are proposed.

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“…While scholars show an increasing interest in the historical development of the Internet as socio-technical phenomenon, qualitative studies of online communities as online sociality remain dominated by ahistorical portrayals (Adams & Smith, 2008; Wilson & Peterson, 2002). With a few exceptions (de Almeida et al, 2018; Pearce, 2009), the study of the long-term development of online communities has largely been left to quantitative researchers. These studies have sought to measure the sustainability or putative “success” of online communities based on community activity (Malinen, 2015; Preece, 2001), identified variables that determine users’ willingness to contribute to online communities (Li, 2011), and discussed encouraging user engagement as a challenge for community providers (Kamboj & Rahman, 2017).…”

Section: Introductionmentioning

confidence: 99%

Seeking Seclusion, Embracing Decline: A Qualitative Enquiry Into the Long-Term Development of a Private Online Community

Schimkowsky

2020

Social Media + Society

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This article analyzes the development of a message board–based online community between 2002 and 2016. It examines a private online community that actively secluded itself from online publics and has welcomed no new members in over a decade. Drawing on online participant observation, offline fieldwork, online and offline interviews, as well as archival research of 12 years of online interaction, the article provides an in-depth qualitative account of the “aging” of an online community that focuses on its internal dynamics and member narratives. A portrait of a community that survived years of apparent “decline,” it enquires into the durability of online socialities and cultures. Specifically, the article identifies three interlinked factors that shaped the long-term development of the community: (1) structural and cultural continuities, actively achieved through user and administrator efforts, established the online community as a coherent and recognizable social aggregation that persists over time; (2) forum members do not uniformly perceive decreasing levels of community interaction as negative but reframe it as an expression of in-group familiarity and side-effect of a consolidation process; and (3) interweaving of online and offline interaction is a primary source of familiarity among members and factor benefiting community longevity. As study of a message board tracing back to 2002, the article examines a remnant of an earlier online culture and speaks to increasing scholarly interests in online pasts. As a study of a closed forum, the article further contributes to an emerging body of research on private and secretive modes of online interaction.

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Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities

Cited by 27 publications

References 43 publications

A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Seeking Seclusion, Embracing Decline: A Qualitative Enquiry Into the Long-Term Development of a Private Online Community

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