Online Brand Community in Action. A Constitutive netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community
(2006)Department of Business Administration
- Abstract
- This thesis advances an explicit, consequent, and wholesome ethnomethodological perspective on brand community. It recognizes brand community as a social problem – something to be continuously solved and achieved. The two main perceivably stable features of the Nikonian community are (1) practical usefulness and (2) the social link. The authors suggest that both features are constantly accomplished through three types of aggregate behaviour (1) lurking, (2) ordinary membership, and (3) community citizenship behaviour (CCB). These categories entail corresponding actions of different relevance for achieving online brand community.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1344683
- author
- Abrahamsen, Annicken and Hartmann, Benjamin
- supervisor
- organization
- year
- 2006
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Online brand community, ethnomethodology, netnography, ordinary membership, community citizenship behaviour, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1344683
- date added to LUP
- 2006-06-01 00:00:00
- date last changed
- 2012-04-02 16:08:46
@misc{1344683, abstract = {{This thesis advances an explicit, consequent, and wholesome ethnomethodological perspective on brand community. It recognizes brand community as a social problem – something to be continuously solved and achieved. The two main perceivably stable features of the Nikonian community are (1) practical usefulness and (2) the social link. The authors suggest that both features are constantly accomplished through three types of aggregate behaviour (1) lurking, (2) ordinary membership, and (3) community citizenship behaviour (CCB). These categories entail corresponding actions of different relevance for achieving online brand community.}}, author = {{Abrahamsen, Annicken and Hartmann, Benjamin}}, language = {{swe}}, note = {{Student Paper}}, title = {{Online Brand Community in Action. A Constitutive netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community}}, year = {{2006}}, }