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 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 26 Issue: 4
  • Publication Date: 2017
  • Doi Number: 10.1108/jpbm-10-2015-1018
  • Title of Journal : JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Page Numbers: pp.375-385

Abstract

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