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

Özbölük T., Dursun Y.

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, vol.26, no.4, pp.375-385, 2017 (SSCI, Scopus)

  • Publication Type: Article / Article
  • Volume: 26 Issue: 4
  • Publication Date: 2017
  • Doi Number: 10.1108/jpbm-10-2015-1018
  • Journal Name: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.375-385
  • Keywords: Web 2.0, Netnography, Online brand communities, Sub-tribes, Tribes, VIRTUAL COMMUNITIES, CO-CREATION, PERSPECTIVE, CONSUMPTION, COMMITMENT, CONSUMERS, INTERNET, CULTURE
  • Yozgat Bozok University Affiliated: Yes

Abstract

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