The Role and Ethics of Community Building for Consumer Products and Services

Kruckeberg, Dean; Starck, Kenneth

doi:10.1300/j057v10n01_09

Cited by 10 publications

(9 citation statements)

References 3 publications

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“…It is this minimalist understanding of community that seems to be at work in many studies of innovation, such as those listed by O’Mahony and Lakhani (2011) on open source communities as well as those on scientific communities, occupational communities, communities of practice, technical communities, and online communities. To this list we could add: epistemic communities (Haas, 2009), supplier communities (Doel, 1999; Sheth & Sharma, 1997); brand communities (McAlexander, Schouten, & Koenig, 2002; Muniz Jr & O’Guinn, 2001), consumer communities (Kruckeberg & Starck, 2004; Shang, Chen, & Liao, 2006), and user communities (Morrison, Roberts, & Von Hippel, 2000; Von Hippel, 2005).…”

Section: Community and Innovation: Two Puzzlesmentioning

confidence: 99%

Community and Innovation: From Tönnies to Marx

Adler

2015

Organization Studies

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The idea of community has lurked in various forms in organization studies since the field’s inception, but its recent prominence as a critical precondition for innovation makes urgent the resolution of two theoretical puzzles. Both puzzles can be stated in the terms suggested by Tönnies’ classic contrast of Gemeinschaft and Gesellschaft, community and association. First, it is difficult to reconcile the idea that community is critical to innovation with the traditionalistic character of Gemeinschaft. Second, it is difficult to reconcile any idea of community in work organizations with the conflictual character of the capitalist employment relation and the instrumental Gesellschaft character of the economic sphere. I argue that the resolution of the second puzzle via Marxist theory leads us to a resolution of the first. My thesis, in summary, is that community is a critical component of the capitalist labour-process, and that where this labour-process is oriented toward innovation, community is taking an historically new form. This new form represents a dialectical synthesis of Gemeinschaft and Gesellschaft, a form we can call Genossenschaft, or collaborative. The argument is essentially theoretical; I illustrate some key features of this emergent collaborative form with case data from a software services firm. In conclusion I suggest that this new form represents communism developing in the heart of capitalism.

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Section: Community and Innovation: Two Puzzlesmentioning

confidence: 99%

Community and Innovation: From Tönnies to Marx

Adler

2015

Organization Studies

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“…Goldman (1948) wrote that public relations was a "two-way street". Thayer's (1968) synchronic (persuasive) and diachronic (negotiated) approach to communication (Brown 2010) was built upon by Grunig and Hunt's two way symmetrical model (1984), Kruckeberg andStarck's community participation model (1988, 2004) and Pearson's dialogic model of public relations (1989). Stoker (2014) equates two-way symmetrical communication with dialogue.…”

Section: Symmetry (Or Two-way Symmetrical Communication)mentioning

confidence: 99%

“…Most research studies investigating dialogue in public relations have used Pearson's or Kent and Taylor's theories of dialogic communication as the framework for their work (see 'Frameworks' in Chapter 3). It is important to study dialogue through the lense of social media theory and public relations theory because public relations practitioners liaise with publics on behalf of organisations, often as community builders (Kruckeberg & Starck 2004), and community, for example, is an integral aspect of social media. As social media has gained in popularity, organisations are implementing communication strategies using them, and public relations practitioners can be the source of information flow using those, as well as traditional, media channels.…”

Section: Overview Of Social Media and Social Networkmentioning

confidence: 99%

“…Brand advocates often 'gather' in virtual brand communities, some of which are created by publics and some by organisations. Kruckeberg and Starck (2004) In a brand's virtual community, members share the same interests (i.e. the brand, the organisation, or its products) and are eager to hear the organisation's messages, while they engage in conversation with each other.…”

Section: Communitymentioning

confidence: 99%

“…"The beauty of social media is it is a community", says Medcalf of Coles (pers. comms., 28 September 2013) and within a community, communication is required (Kruckeberg & Starck 2004).…”

Section: Communitymentioning

confidence: 99%

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Use of social media for health education and corporate communication of hospitals

Sánchez

González

2018

EPI

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Chapter 1 Introduction 1 Chapter 2 Existing literature on social media and corporate blogging and microblogging 20 2.1 The Internet 20 2.2 The Web 23 2.3 Web 2.0 24 2.4 Social media 30 2.5 Social networks 51 2.6 Blogs 63 2.7 Microblogs 78 2.8 Social media monitoring and listening 88 2.9 Social media use in crises 93 2.10 Interactivity and engagement 97 Chapter 3 Theoretical literature framing and informing this study 3.1 Social media theory 3.2 Public relations theory, including excellence theory 3.3 Corporate communications theory 3.4 Dialogic theory Chapter 4 Methodology 4.1 Conceptual framework 4.2 Research approach 4.3 Research questions 4.4 Research methodology 4.5 Research methods 4.6 Sampling 4.7 Coding 4.8 Analysis Chapter 5 Overall findings, findings on dialogue and interaction 5.1 Overall findings 5.2 Findings on dialogue and interaction 5.3 Social media as responsibility of marketing 5.4 Brand advocacy 5.5 Community Discussion Chapter 6 Findings and discussion: How organisations use blogs and microblogs 6.1 Overall findings on blogs and microblogs 6.2 Blogs 6.3 Microblogs Discussion Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 v Chapter 7 Findings and discussion: How social media are evaluated 7.1 Overall findings on social media metrics and measurement 7.2 Social media monitoring and metrics 7.3 Success Discussion Chapter 8 Findings: How crises are managed in social media 8.1 Overall findings regarding management of crises 8.2 Case studies of crises in social media Chapter 9 Findings and discussion: Other findings that impact an organisation's communication in social media 9.1 Overall findings on organisational communication 9.2 Strategy and objectives of social media 9.3 Organisational voice 9.4 Responsiveness 9.5 Training 9.6 Brand Discussion Chapter 10 Conclusion 10.1 Implications for theories 10.2 Significance and implication of findings 10.3 Limitations 10.4 Reflections 10.5 Recommendations for future research Glossary of Terms Appendices References Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 vi Melanie King Corporate Blogging and Microblogging

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PR-Arbeit im Absatzmarkt

Szyszka

Einwiller

2015

Handbuch Der Public Relations

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The Role and Ethics of Community Building for Consumer Products and Services

Cited by 10 publications

References 3 publications

Community and Innovation: From Tönnies to Marx

Community and Innovation: From Tönnies to Marx

Use of social media for health education and corporate communication of hospitals

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