The Impact Of Brand Communities Embedded On Social Networking Sites On Brand Commitment

1735 WordsApr 19, 20167 Pages
The aim of this research is to understand the impact of brand communities embedded on Social Networking Sites on brand commitment. The causes and consequences of this commitment would be studied and the field research would be conducted on multiple samples as we plan to prove that different types of brand categories elicit different responses in this context. INTRODUCTION It has now been established that brand communities are a privileged link between companies and consumers. Their impact on brand commitment, loyalty and equity has also been widely documented (Muniz & O’Guinn, 2001; Fournier & Lee, 2009). Mc Alexander, Schouten & Koenig (2002) even argue that consumer’s relationships with, and attitudes towards the brand are highly influenced by the social interactions between community members. Moreover, the online version of brand communities has existed and been examined in numerous articles (Rothaermel & Sugiyama, 2001; Sicilia & Palazon, 2008; Hagel and Armstrong, 1997; Muniz & O’Guinn, 2001; Fournier & Lee, 2009; McAlexander et al., 2002). Still, recently, new forms of online brand communities have emerged due to the rise of the Web 2.0, and they call for more oriented research. Indeed, Social Networking Sites (herafter SNS) are one of the tools of the Web 2.0. Recent examples of SNS are Facebook, Myspace or Netlog. They are defined as “virtual places that cater to a specific population in which people of similar interest gather to communicate, share, and

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