Jakten på emblem, värde och status
(2018) SKOK11 20181Department of Strategic Communication
- Abstract
- This study centres around the value creation and status hierarchies in online brand communites. With the advancement of digital technologies, it has become easier for admirers of brands to interact and communicate with each other. Companies do not necessarily want to engage and commit to online brand communities due to strict brand management practices and fear of losing the control of the brand to consumers. The purpose with this study is therefore to fill the knowledge gap surrounding how brand communities can create value and how the status hierarchies that are present in online brand communities can affect the value creation. A netnographic observation of Sony Playstation’s online brand community, Playstation Forum, was conducted. The... (More)
- This study centres around the value creation and status hierarchies in online brand communites. With the advancement of digital technologies, it has become easier for admirers of brands to interact and communicate with each other. Companies do not necessarily want to engage and commit to online brand communities due to strict brand management practices and fear of losing the control of the brand to consumers. The purpose with this study is therefore to fill the knowledge gap surrounding how brand communities can create value and how the status hierarchies that are present in online brand communities can affect the value creation. A netnographic observation of Sony Playstation’s online brand community, Playstation Forum, was conducted. The empirical material was analysed on theories such as brand community, authority and value creation. The results of the study are three distinct patterns of interaction in the online brand community, which are engagement towards the community, sharing of stories and memories and persuasion of authorities. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963905
- author
- Klang, Jesper LU and Saglamoglu, Johannes LU
- supervisor
- organization
- alternative title
- En kvalitativ studie om Playstation Forum
- course
- SKOK11 20181
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- online brand community, authority, value creation, strategic communication, netnography, Playstation
- language
- Swedish
- id
- 8963905
- date added to LUP
- 2019-08-19 15:40:07
- date last changed
- 2019-08-19 15:40:07
@misc{8963905, abstract = {{This study centres around the value creation and status hierarchies in online brand communites. With the advancement of digital technologies, it has become easier for admirers of brands to interact and communicate with each other. Companies do not necessarily want to engage and commit to online brand communities due to strict brand management practices and fear of losing the control of the brand to consumers. The purpose with this study is therefore to fill the knowledge gap surrounding how brand communities can create value and how the status hierarchies that are present in online brand communities can affect the value creation. A netnographic observation of Sony Playstation’s online brand community, Playstation Forum, was conducted. The empirical material was analysed on theories such as brand community, authority and value creation. The results of the study are three distinct patterns of interaction in the online brand community, which are engagement towards the community, sharing of stories and memories and persuasion of authorities.}}, author = {{Klang, Jesper and Saglamoglu, Johannes}}, language = {{swe}}, note = {{Student Paper}}, title = {{Jakten på emblem, värde och status}}, year = {{2018}}, }