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Online brand community: Värdeskapande genom interaktioner och aktiviteter
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2016 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Online Brand Community : Value creation through interactions and activities (English)
Abstract [sv]

Online brand communityn (OBC) innebar ett kraftfullt, och potentiellt värdeskapande, verktyg för företag. Det har dock visat sig att företag hade svårt att bemöta sina OBC:er. Det resulterade i att företag gick miste om de potentiella värden OBC:n hade. För att öka kunskapen kring värdeskapande och bemötande av OBC:er har Minecraft och Netflix respektive OBC:er undersökts med hjälp av netnografi. Studien undersökte hur interaktioner och aktiviteter bidrog till värdeskapande i form av ökat varumärkeskapital och ny innovation. Den belyste även hur OBC:er skiljde sig åt beroende på om OBC:erna var fokuserade på områden kring innovation kontra varumärkeskapital. Studien fann sju interaktionsmönster att analysera. Interaktionsmönstren visade på skillnader mellan OBC:erna utifrån deras fokus och förutsättningar. Studien kunde även beskriva hur sex av de sju interaktionerna var värdeskapande för företaget.

Abstract [en]

Online brand community (OBC) is intended to be a powerful, and potentially valuable, tool for businesses. However, the outcome has shown that companies have had difficulties responding to their OBC:s. It has resulted in companies missing the potential values that OBC offered. In order to increase knowledge about value creation and reception of the OBC:s a netnography of Minecraft and Netflix, respectively OBC has been conducted. The study examined how interactions and activities contributed to the creation of value by an increased brand equity and new innovation. It also highlighted how the OBC:s differed depending on whether the OBC:s were focused on the topics of innovation versus brand equity. The study found seven interaction patterns to analyse. The interaction patterns showed differences between the OBC:s ,based on their focus and conditions. The study could also describe how six of the seven interactions created value for the company. 

Place, publisher, year, edition, pages
2016. , 85 p.
Keyword [en]
online brand community, brand community, brand equity, brand, innovation, co-creation, interactions, activities
Keyword [sv]
online brand community, brand community, varumärkeskapital, varumärke, innovation, medskapande, interaktioner, aktiviteter
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-129901ISRN: LIU‐IEI‐FIL‐A‐‐16/02193‐‐SEOAI: oai:DiVA.org:liu-129901DiVA: diva2:945155
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Presentation
2016-06-09, Linköping, 13:15 (Swedish)
Supervisors
Examiners
Available from: 2016-08-31 Created: 2016-06-30 Last updated: 2016-08-31Bibliographically approved

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Online brand community: värdeskapande genom interaktioner och aktiviteter.(1399 kB)11 downloads
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