Add to ORKGThe increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. In this study, we explored the dynamic process of brand negotiation and how it is conducted within the airline industry from an Actor-Network perspective. A netnographic study was conducted for this exploration through a case study of the Facebook VBC of a full-service carrier, KLM Royal Dutch Airlines from 2019 to Mar 2021, covering periods before and during ...
This book presents and analyzes the concept of online brand communities, an emerging and exciting to...
Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptiva...
This study aims to investigate the impact of Social Media Activities on brand equity (brand awarenes...
Consumer activities are constantly changing. They’ve begun to move their interests to the virtual, l...
Over the last two decades, firms have been gradually losing control over their brands given the grow...
With onset of the digital age, the world has become increasingly influenced by instant global commu...
The article comes to the conclusion that brands can benefit from having a presence in Facebook and o...
Background: The importance of brand communities is increasing as managers have understood the benefi...
Social media is revolutionizing the way firms manage their brands. A broad variety of platforms prov...
The internationalization and digitization of the economy increasingly affect the dynamics of brand m...
In social media, interaction can occur between users inside a virtual brand community (VBC) centred ...
Nowadays people are part of global social networks and prefer relying on each other to gather inform...
Virtual networks are an exciting new channel that brands should use for promoting a more participato...
In contemporary societies, forms of communication have become, in many ways, predominantly online. T...
Fundamental changes occurred in the society and economy since the nineteenth century has clearly ref...
This book presents and analyzes the concept of online brand communities, an emerging and exciting to...
Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptiva...
This study aims to investigate the impact of Social Media Activities on brand equity (brand awarenes...
Consumer activities are constantly changing. They’ve begun to move their interests to the virtual, l...
Over the last two decades, firms have been gradually losing control over their brands given the grow...
With onset of the digital age, the world has become increasingly influenced by instant global commu...
The article comes to the conclusion that brands can benefit from having a presence in Facebook and o...
Background: The importance of brand communities is increasing as managers have understood the benefi...
Social media is revolutionizing the way firms manage their brands. A broad variety of platforms prov...
The internationalization and digitization of the economy increasingly affect the dynamics of brand m...
In social media, interaction can occur between users inside a virtual brand community (VBC) centred ...
Nowadays people are part of global social networks and prefer relying on each other to gather inform...
Virtual networks are an exciting new channel that brands should use for promoting a more participato...
In contemporary societies, forms of communication have become, in many ways, predominantly online. T...
Fundamental changes occurred in the society and economy since the nineteenth century has clearly ref...
This book presents and analyzes the concept of online brand communities, an emerging and exciting to...
Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptiva...
This study aims to investigate the impact of Social Media Activities on brand equity (brand awarenes...