Customer engagement in social media based brand community
This study aims to explore the dimensions and motivations of customer engagement adapted to social media based brand community. To figure it out about how to enhance customer engagement, this study try to find out what are the communication aspects and tools that attract customer as well as help the...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/36556/ |
| _version_ | 1848795302940639232 |
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| author | ZHANG, Dina |
| author_facet | ZHANG, Dina |
| author_sort | ZHANG, Dina |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This study aims to explore the dimensions and motivations of customer engagement adapted to social media based brand community. To figure it out about how to enhance customer engagement, this study try to find out what are the communication aspects and tools that attract customer as well as help the brand to build customer loyalty towards social media based brand communities. Data are collected in social media based Harry Potter communities through netnographic approaches which including observation and semi-structured interviews with 20 international participants. This study suggests that both initial customers and familiar customers are increasingly concern to the content and information quality on social media based brand community. It also found that customers are increasingly desire to build personal identity in brand community. To attract both familiar and initial customers at meantime, the types of posts should match engagement habits of different customer groups. Moreover, one of the most interesting findings is that unofficial brand communities becoming more and more popular among customers. Therefore, future research could be extended to unofficial brand communities created on social media platforms in order to further understand the effect of social media based brand community to enhance brand equity. |
| first_indexed | 2025-11-14T19:29:56Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-36556 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:29:56Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-365562017-10-19T16:59:40Z https://eprints.nottingham.ac.uk/36556/ Customer engagement in social media based brand community ZHANG, Dina This study aims to explore the dimensions and motivations of customer engagement adapted to social media based brand community. To figure it out about how to enhance customer engagement, this study try to find out what are the communication aspects and tools that attract customer as well as help the brand to build customer loyalty towards social media based brand communities. Data are collected in social media based Harry Potter communities through netnographic approaches which including observation and semi-structured interviews with 20 international participants. This study suggests that both initial customers and familiar customers are increasingly concern to the content and information quality on social media based brand community. It also found that customers are increasingly desire to build personal identity in brand community. To attract both familiar and initial customers at meantime, the types of posts should match engagement habits of different customer groups. Moreover, one of the most interesting findings is that unofficial brand communities becoming more and more popular among customers. Therefore, future research could be extended to unofficial brand communities created on social media platforms in order to further understand the effect of social media based brand community to enhance brand equity. 2016-09-13 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/36556/1/4244095-Dina%20ZHANG-Dissertation.pdf ZHANG, Dina (2016) Customer engagement in social media based brand community. [Dissertation (University of Nottingham only)] Customer engagement Social media Brand community Marketing Brand equity |
| spellingShingle | Customer engagement Social media Brand community Marketing Brand equity ZHANG, Dina Customer engagement in social media based brand community |
| title | Customer engagement in social media based brand community |
| title_full | Customer engagement in social media based brand community |
| title_fullStr | Customer engagement in social media based brand community |
| title_full_unstemmed | Customer engagement in social media based brand community |
| title_short | Customer engagement in social media based brand community |
| title_sort | customer engagement in social media based brand community |
| topic | Customer engagement Social media Brand community Marketing Brand equity |
| url | https://eprints.nottingham.ac.uk/36556/ |