The second feature is the presence of shared rituals and traditions that surround the brand. First, a sense of belonging is a connection that members feel toward one another and the collective sense of difference from others outside of the community. Muniz and O’Guinn ( 2001) used three constructs to identify the distinguishing features of brand communities. Main Features of Online Brand Communities The purpose of this article is to describe and analyze collective value creation and empowerment in an online brand community. Today, consumers and other stakeholders can create value more collectively. Traditionally, companies produced products relatively independently. However, the concepts of brand community and online brand community are relatively new and have yet to find their place in the academic world. They become a common understanding of a shared identity, which can be found in both face-to-face interactions and in cyberspace ( Muniz and O’Guinn, 2001).Īnalysts no longer question whether the concept of community should have a place in the domain of marketing ( Cova and Pace, 2006). Brand communities become more than a place. BrickBuilders’ members feel a sense of belonging, they share similar motivations, and they create value together.Ī brand community can be formed by any group of people who share a common interest in a specific brand and who create a parallel social universe rife with its own myths, values, rituals, vocabulary, and hierarchy ( Muniz and O’Guinn, 2001 Cova and Pace, 2006). This netnographic study focuses on an online brand community called BrickBuilders, which is a meeting place for LEGO builders in Finland. These key factors jointly characterize collective value creation and empowerment. It presents the main features of an online brand community, the process of value co-creation, and motivators for participating in online brand communities. This article examines collective value creation and empowerment in an online brand community. These social groups have a real existence for their participants, and thus have consequential effects on many aspects of behaviour. Online communities are becoming “places” of belonging, information, and emotional support that people cannot do without. Professor of Marketing and Author of Netnography Abstract They are real communities populated with real people, which is why so many end up meeting in the flesh. The people that we meet online are not virtual. Hanna Kurikko, Pekka Tuominen Download this article as a PDF
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