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The value creation in brand public

Rama, Zana LU and Han, Hongwei LU (2018) BUSN39 20181
Department of Business Administration
Abstract
Purpose: Brand public is a new theory developed as a brand communication
on social media. The aim of this thesis is to reveal the value creation
of brand public in contrast to the values created by brand
community
Methodology: We apply a postmodern perspective and our study is
constructionistic, therefore we have selected the qualitative
approach called netnography.
Theoretical Perspectives: We draw on relevant literature on brand public, brand communities, crowds, social status game and micro-celebrities.
Empirical Foundation: Our data consists of 20775 tweets in the timespan from 2017-12-01 to 2018-04-09 in relation to the hashtag #HM. Through the tweets,
we have been able to study the Twitter content in terms of hashtags,
... (More)
Purpose: Brand public is a new theory developed as a brand communication
on social media. The aim of this thesis is to reveal the value creation
of brand public in contrast to the values created by brand
community
Methodology: We apply a postmodern perspective and our study is
constructionistic, therefore we have selected the qualitative
approach called netnography.
Theoretical Perspectives: We draw on relevant literature on brand public, brand communities, crowds, social status game and micro-celebrities.
Empirical Foundation: Our data consists of 20775 tweets in the timespan from 2017-12-01 to 2018-04-09 in relation to the hashtag #HM. Through the tweets,
we have been able to study the Twitter content in terms of hashtags,
tweets and @replies.
Conclusion: Supported by our findings, we have discerned that brand public is
probably able to develop the connective actions. Second, we have
discussed how to create crowds by means of affectivity on Twitter.
Third, through relentless publics, the Twitter users can become
micro-celebrity, which is marked by the number of retweets and
@replies. Fourth, we have revealed the role played by brand public
in the multidimensional social game on Twitter. (Less)
Please use this url to cite or link to this publication:
author
Rama, Zana LU and Han, Hongwei LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand public, brand community, crowd, affectivity, connective action, social status game, micro-celebrity
language
English
id
8953749
date added to LUP
2018-08-01 11:31:48
date last changed
2018-08-01 11:31:48
@misc{8953749,
  abstract     = {Purpose: Brand public is a new theory developed as a brand communication
on social media. The aim of this thesis is to reveal the value creation
of brand public in contrast to the values created by brand
community
Methodology: We apply a postmodern perspective and our study is
constructionistic, therefore we have selected the qualitative
approach called netnography.
Theoretical Perspectives: We draw on relevant literature on brand public, brand communities, crowds, social status game and micro-celebrities.
Empirical Foundation: Our data consists of 20775 tweets in the timespan from 2017-12-01 to 2018-04-09 in relation to the hashtag #HM. Through the tweets,
we have been able to study the Twitter content in terms of hashtags,
tweets and @replies.
Conclusion: Supported by our findings, we have discerned that brand public is
probably able to develop the connective actions. Second, we have
discussed how to create crowds by means of affectivity on Twitter.
Third, through relentless publics, the Twitter users can become
micro-celebrity, which is marked by the number of retweets and
@replies. Fourth, we have revealed the role played by brand public
in the multidimensional social game on Twitter.},
  author       = {Rama, Zana and Han, Hongwei},
  keyword      = {Brand public,brand community,crowd,affectivity,connective action,social status game,micro-celebrity},
  language     = {eng},
  note         = {Student Paper},
  title        = {The value creation in brand public},
  year         = {2018},
}