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    Conceptualizing brand consumption in social media community

    Davis, Robert; Piven, I.; Breazeale, M.

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    Conceptualising Brand Consumption.pdf (1.480Mb)
    Date
    2014-07
    Citation:
    Davis, R., Piven, I., & Breazeale, M. (2014, July). Conceptualizing brand consumption in social media community. Rospiglios, A. & Greener, S. (Ed.), Proceedings of the European Conference on Social Media University of Brighton UK 10-11 July 2014 (pp.128-135).
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/3812
    Abstract
    The emergence of social media is challenging the conceptualization of the brand. This paper develops a conceptual model of the consumption of brands in Social Media Community (SMC). The research triangulates a social media focus group and face-to-face interviews. This study identifies five core drivers of brand consumption in a SMC articulated in the Five Sources Model. Managerial implications are discussed.
    Keywords:
    brand, consumption, focus group, interviews, motivation, social media
    ANZSRC Field of Research:
    150503 Marketing Management (incl. Strategy and Customer Relations)
    Copyright Holder:
    Authors
    Copyright Notice:
    Copyright The Authors, 2014. All Rights Reserved
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Management and Marketing Conference Papers [86]

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