Brand Communities Through Online Interaction: The Case Of Social Media

Laura S. Jones*Durham Business School, U.K

Hazel H. HuangDurham Business School, U.K.

19th March 2011

Second International Colloquium on Consumer Brand Relationships

Brand Community

• User/consumer generated brand community– Offline: Harley Davidson (Schouten & McAlexander, 1995), Macintosh (Belk &

Tumbat, 2005), Saab and Ford Bronco (Muniz & O’Guinn, 2001)– Online: Apple Newton (Muniz & Schau, 2005, 2007)

• Company sponsored brand community– Offline: Jeep (McAlexander, Schouten & Koenig, 2002)– Online: Nutella (Cova and Pace, 2006)

Second International Colloquium on Consumer Brand Relationships

Brand Community

Second International Colloquium on Consumer Brand Relationships

Company / Marketer

Brand

Consumer

Consumer

Disconnect between consumer and brand

(Product)

Online Brand Community

Second International Colloquium on Consumer Brand Relationships

Brand

Consumer

Consumer

Virtual Community Space

Direct interactions

(Product)

Research Questions

Second International Colloquium on Consumer Brand Relationships

Brand

Consumer

Consumer

Virtual Community Space

(Product)

• What interactions exist 1. Between consumers?2. Between consumers and brands?

Method (1)• Netnography (i.e. Muñiz & Schau, 2005; Schau et al. 2009; Brown et al.

2003; Cova & Pace, 2006; Kozinets et al. 2010)

• Brand selection criteria:– Presence on social media– High levels of participation and brand engagement– Functional/symbolic and high/low involvement

• Three brands selected: Dell, Starbucks, Toyota

Second International Colloquium on Consumer Brand Relationships

Method (2)• Website selection criteria:

– Brand-sponsored venues – Active community

• Data:– More than 8,000 textual ‘artefacts’ – From 25 websites (including Facebook, Twitter, innovation

communities, blogs, branded communities, forums, Flickr, YouTube)• Facebook and Twitter: April 2010 - August 2010• Others: March 2008 – August 2010

• Analysis: iterative process (Dey 2004) using literature, textual data and emergent interpretations

Second International Colloquium on Consumer Brand Relationships

Findings

Second International Colloquium on Consumer Brand Relationships

Interpersonal activities

Interpersonal activities

Knowledge-based activities

Empowerment activities

New members

Existing membersBrand

Knowledge-based practicesConsumer-consumer Consumer-brand

Information seeking

“What is the correct way to order? ... The store [Starbucks] I go to everyday is currently doing some training. I was listening and there is a specific way to order. What is it?” (Kari Mozian, April 2010, Starbucks Facebook page, discussion)

“I have been waiting for this phone [Dell ‘Streak’] for FOREVER! Is there any information on pricing? At least a hint like less than or greater than $500? Is HDMI out only available through the docking station?...Thanks.” (‘Kubalaml’, May 2010, Dell Blog)

“@Starbucks is a dark cherry mocha frapp available from starbucks? I don't wanna get embarrassed if I try and order it but they can't make it” (August 2010, Twitter)

Mentoring & advising

“I would be afraid to use non Dell compatible PSU. My past experience with PC Power&cooling Dell PSUs are modified for Dell MB. I’m sure that the 550 can run the single NVIDIA 260 GPU... I was able to match the Vostro Power supply connector pin assembly with the PC Power&Cooling 500 Power supply connector pin assembly.” (‘Bugout’, December 2008, Dell Forum)

“@ Some stores might have it but it was a spring-time only beverage. Something similar is a Rasp Mocha Frappuccino.” (Starbucks, August 2010, Twitter)

“Thanks for commenting. The Dell Streak supports 512MB RAM, up to 32GB through a microSD card slot and it also features 2GB of memory used specifically to store applications... As far as other questions... the Dell Streak does also support GPS.” (Dell, May 2010, Dell Blog)

Interpersonal practicesConsumer-consumer Consumer-brand

Communing “[In response to another fan’s Toyota story] Awe!! That was bitter sweet and powerful ... I couldn't imagine having to part with my Yota, especially in the way you did. Don't worry, your Yota is parked up there in the Yota lot in the sky smiling down on you with that unforgettable Camry facia.” (Jim Marti, Aug 2010, Facebook page)

“Hi Lisa - Congrats on hitting the 200K mark! Here's to many more miles on your Corolla.” (Toyota USA, Aug 2010, Facebook page)

“If you were stuck in the airport for a 24 hour layover, what's the one piece of technology you'd absolutely want with you?” (Dell, July 2010, Facebook)

Performing “[Photograph of Toyota vehicle] I don't mean to brag but I think I got you all beat, bought her in '05 with 200k all original factory parts. Third proud owner and is the funnest car to drive ever built. I wish they could make them like this again.” (Mike Beardsley, Aug 2010, Facebook page)

“I drive 50 km at 6 am just to go to Starbucks!!! I love it !!!” (Calin Lee, July 2010, Facebook)

“Iced, grande, decaf, nonfat, marble mocha macchiato!! (my husband says i should be ashamed of this but... my 5 year old has been able to order this for me since she was 2!!)“ (Tori-Lynn, July 2010, Facebook)

Empowerment practices (1)Consumer-consumer Consumer-brand

Appraising “That's a cool story. You should be their next commercial!” (Sarah Przygoda, August 2010, Facebook)

“Starbucks ice cream sounds good, but I'd only buy the coffee flavors because that's what's unique about Starbucks...the coffee. EVERYONE makes vanilla, chocolate, and strawberry.” (Devin Hopkins, Aug 2010, Starbucks Facebook page – Ice Cream App)

“[In response to user’s photo of their 4 Prius’s] Wow, nice! Thank you and your family for the support, Paul.” (Toyota, August 2010, Facebook)

Advocating “You ever notice whenever a company makes a new car they ALWAYS compare it to Toyota? Its because they're the best ... people can say whatever they want. I know my corolla will outlast any ford on the road. New or old.” (Airea Sundell, August 2010, Toyota USA Facebook page)

__

Empowerment practices (2)Consumer-consumer Consumer-brand

Criticising “I really hate Starbucks and all the sheep that drink there. Support your local coffee shop. You will get a better coffee at half the price. Do the right thing :)” (Bobby Lewis, January 2010, Starbucks Facebook page, discussion)

“I have had an open ticket for a hard disk replacement and they [Dell] have shipped the wrong part twice to me. I'm told that I'm an important customer but with service like this I don't believe anything being said.” (‘Shadowbozo’, January 2010, Dell Blog)

“This loyal, daily customer is not too happy with Starbucks right now. Refusing to heat my food because the store turned their oven off over 1 1/2 hours before closing time is not ok.” (Brian Barr, July 2010, Facebook)

Innovating __ “Personally I will pay more money for a PC I can customise than a PC I'm simply offered for a price. I would like to be able to specify everything about my PCs major components. I would like to choose the parts from a bare shell all the way upto the OS and applications software” (‘Aikiwolfie’, July 2010, Dell Ideastorm)

Summary

Second International Colloquium on Consumer Brand Relationships

• Social media enables and becomes the site of value creation and the negotiation of brand values and meaning.– Facilitation of social intercourse results in co-creation of value

(Vargo & Lusch 2004) and consumer empowerment (Cova & Pace 2006; Wathieu et al. 2002)

• Ongoing dialogue with and between empowered consumers encouraged deep consumer-brand relationships (Fournier 1998) through a collective power (O'Guinn and Muñiz 2009)

• Managerial implications: listening, facilitating and engaging