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ONLINE BRAND COMMUNITIES, INTERACTIVE COMMUNICATION, AND RETENTION

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Date Issued:
2019
Abstract/Description:
An estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain customers. We review the literature on online brand communities as a tool for building relationships and apply network theory to understanding firm-hosted online brand communities on social networking sites. Relationship marketing provides a framework for how consumer-brand relationships are developed, built, and maintained. Network theory explains how different network structures interact with network processes to produce specific outcomes for individuals and groups.
Title: ONLINE BRAND COMMUNITIES, INTERACTIVE COMMUNICATION, AND RETENTION.
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Name(s): Brynildsen, Gina , author
Sashi, C.M. , Thesis advisor
Florida Atlantic University, Degree grantor
Department of Marketing
College of Business
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Created: 2019
Date Issued: 2019
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 177 p.
Language(s): English
Abstract/Description: An estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain customers. We review the literature on online brand communities as a tool for building relationships and apply network theory to understanding firm-hosted online brand communities on social networking sites. Relationship marketing provides a framework for how consumer-brand relationships are developed, built, and maintained. Network theory explains how different network structures interact with network processes to produce specific outcomes for individuals and groups.
Identifier: FA00013360 (IID)
Degree granted: Dissertation (Ph.D.)--Florida Atlantic University, 2019.
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Includes bibliography.
Subject(s): Social media
Online social networks
Customer loyalty
Relationship marketing
Brand loyalty
Online chat groups
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00013360
Use and Reproduction: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.