The Uninvited Brand

Fournier, Susan; Avery, Jill

doi:10.2139/ssrn.1963056

Cited by 171 publications

(321 citation statements)

References 14 publications

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“…To gain such customer involvement, firms need not only to attract customers to social media sites, they also need to get individuals to participate in the innovation process by sharing their thoughts, opinions, feelings and insights (Heinonen, ). Meanwhile, it is important to recognize that people are essentially social creatures who are strongly influenced by social ties (Pentland, ) and use social media first and foremost to meet new people, become engaged for social and intellectual benefit (Fournier and Avery, ; Nambisan and Watt, ; Piskorski, ) and meet relational and identity‐based goals (Ellison, ). People are driven to share and combine their knowledge for personal gains (Faraj, Jarvenpaa and Majchrzak ; Franke and Shah, ; Roberts, Candi and Hughes, ) or for the benefit of the community (Wasko and Faraj, ).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Social Strategy to Gain Knowledge for Innovation

Candi

Roberts

Marion

et al. 2018

British J of Management

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Taking the knowledge‐based view of the firm as its starting point, and acknowledging that knowledge can lie outside the firm, this research extends our understanding of how the growing social media trend can contribute to open innovation. It focuses specifically on small and medium‐sized enterprises (SMEs), which tend to be resource constrained and might benefit particularly from leveraging social media platforms. The authors bring forward the notion that people flock to social media because they are motivated by a desire for social interaction. Indeed, the findings suggest that SMEs that put effort into connecting customers on social media – which the authors refer to as having a ‘social strategy’ – are likely to reap both customers’ involvement in innovation on social media and new knowledge of value for innovation. Examining differences between social media platforms used primarily for personal purposes and those used primarily for professional purposes, the authors find that a social strategy is more effective in the first category than in the second. This probably reflects differences in the social identities that people adopt on these two types of social media platforms.

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Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Social Strategy to Gain Knowledge for Innovation

Candi

Roberts

Marion

et al. 2018

British J of Management

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“…In addition, marketing scholars have argued that social media has accelerated these brand co-creation dynamics (Cova and Pace 2005;Fournier and Avery 2011;Kozinets et al 2010). However, most research has focused on the online consumer-to-brand or consumer-to-consumer verbal dialogues or narratives, leaving visual aspects aside, despite their fundamental importance as exemplified by the increasingly popular selfie phenomenon (Marwick 2015;Senft and Baym 2015;Tiidenberg and Gómez Cruz 2015).…”

Section: Re-assembling Brandsmentioning

confidence: 99%

Heterotopian selfies: how social media destabilizes brand assemblages

Rokka

Canniford

2016

EJM

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Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings This study shows how brands and branded selves intersect through “heterotopian selfie practices”. Accentuated by the rise of attention economy and “consumer microcelebrity”, the authors argue that these proliferating selfie images can destabilize spatial, temporal, symbolic and material properties of brand assemblages. Practical implications The implications include a consideration of how selfie practices engender new challenges for brand design and brand management. Originality/value This study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, this paper extends knowledge of visual brand-related user-generated content in terms of how consumers express, visualize and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.

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“…As this, and other research has shown, consumers construct meanings around brands that may differ from those intended by the brand owners and as such have an important role to play in the co-construction of brand meaning (Kates 2004). Fournier and Avery (2011) argue that open source branding occurs when a brand is embedded in a cultural conversation whereby consumers gain an equal or greater input than marketers into how the brand looks and behaves: "open source branding implicates participatory, collaborative, and socially linked behaviors whereby consumers serve as creators and disseminators of branded content" (p.55). This calls for companies to be active listeners, to be willing to relinquish control, to entertain and even employ parody when appropriate.…”

Section: Discussionmentioning

confidence: 99%

Sociocultural brand revitalization

Närvänen

Goulding²

2016

EJM

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Purpose The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management paradigm where the company’s role is emphasized. This paper addresses the phenomenon of brand revitalization from a sociocultural perspective and examines the role of consumer collectives in the process. Design/methodology/approach Using a data-driven approach, the study builds on the case of a consumer brand of footwear that has risen to unprecedented popularity without traditional marketing campaigns. Data were generated using an inductive theory building approach utilizing multiple methods, including interviews, participant observation and cultural materials. Findings The paper presents a conceptual model of cultural brand revitalization that has four stages: sleeping brand, spontaneous appropriation, diffusion and convergence. Practical implications Implications for companies in consumer markets are discussed, suggesting ways to facilitate the process of sociocultural brand revitalization. Originality/value The paper contributes to the literature first by offering a sociocultural brand revitalization scenario that highlights the interplay between the actions of consumers and the company, second, by examining the interaction between the symbolic meanings associated with the brand and the practices used by consumers and, third, by offering insights into the relevance of national identity in creating brand meaning.

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The Uninvited Brand

Cited by 171 publications

References 14 publications

Social Strategy to Gain Knowledge for Innovation

Social Strategy to Gain Knowledge for Innovation

Heterotopian selfies: how social media destabilizes brand assemblages

Sociocultural brand revitalization

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