Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Özbölük T., Dursun Y.

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, cilt.26, sa.4, ss.375-385, 2017 (SSCI, Scopus)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 26 Sayı: 4
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/jpbm-10-2015-1018
  • Dergi Adı: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.375-385
  • Anahtar Kelimeler: Web 2.0, Netnography, Online brand communities, Sub-tribes, Tribes, VIRTUAL COMMUNITIES, CO-CREATION, PERSPECTIVE, CONSUMPTION, COMMITMENT, CONSUMERS, INTERNET, CULTURE
  • Yozgat Bozok Üniversitesi Adresli: Evet

Özet

Purpose - This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.