Paper Information

Journal:   JOURNAL OF BUSINESS MANAGEMENT (MANAGEMENT KNOWLEDGE)   fall 2018 , Volume 10 , Number 3 #a00494; Page(s) 529 To 546.
 
Paper: 

Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram

 
 
Author(s):  Arablooye Moghaddam Saeed*, ESFIDANI MOHAMMAD RAHIM, AGHAZADEH HASHEM, ZANDIPOUR TAYEBEH
 
* Faculty of Management, University of Tehran, Tehran, Iran
 
Abstract: 
Objective: The present study aimed to identify and to investigate different types of favorable and unfavorable relationships between consumers and brand communities on Instagram. Methods: In this research a multi-case study approach has been adopted in which the cases were 8 participants who followed some brands from restaurant and clothing industries on Instagram. Results: The findings revealed 15 different types of relationships between consumers and brand communities on Instagram, among which, 9 items including self, love, best friend, casual friend, fling, colleague, emergent, acquaintance, and animosity, were previously introduced in the extant literature. 6 of which (including two-tier, fan, respectable acquaintance, stranger, potential and declining) were the contributions of this research. These 15 types of relationships were ranked and classified based on their favorability for brands. Conclusion: This research showed that consumers build a variety of relationships with brand communities on Instagram some of which are very positive and some are negative.
 
Keyword(s): Brand community,Case study,Consumer-brand relationship,Instagram,Social networking sites
 
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