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Online Brand Community in Action. A Constitutive netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community

Abrahamsen, Annicken and Hartmann, Benjamin (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.
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author
Abrahamsen, Annicken and Hartmann, Benjamin
supervisor
organization
year
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
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},
  keyword      = {Online brand community,ethnomethodology,netnography,ordinary membership,community citizenship behaviour,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Online Brand Community in Action. A Constitutive netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community},
  year         = {2006},
}