Skip to main content
SpringerLink
Log in
Book cover

Integrated Communications in the Postmodern Era pp 118–150Cite as

Palgrave Macmillan

The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity

  • Chapter

  • 1068 Accesses

Abstract

This chapter will explore the following objectives:

  • Examine the structure of virtual communities in the virtual environment

  • Identify the effects of virtual communities on marketing communications (hereafter “marcoms”), social interaction, and brand equity

  • Illustrate components of consumer-based brand equity

  • Examine marcoms and social interaction through virtual communities

  • Understand the effects of marcoms and social interaction through virtual communities on consumer-based brand equity

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.

    Google Scholar 

  • Aaker, D.A. (1996) Building Strong Brands, 2nd ed., New York: The Free Press.

    Google Scholar 

  • Akar, E. (2011) Sosyal Medya Pazarlamasi Sosyal Web’de Pazarlama Stratejileri, 2nd ed., Ankara: Efil.

    Google Scholar 

  • Andersen, H.P. (2005) “Relationship marketing and brand involvement of professionals through Web-enhanced brand communities: the case of Coloplast”, Industrial Marketing Management, 34(3), 39–51.

    Article  Google Scholar 

  • Armstrong, A. and Hagel III, J. (1996) “The real value of online communities”, Harvard Business Review, 74(May), 134–141.

    Google Scholar 

  • Ashforth, B.E. and Mael, F. (1989) “Social identity theory and the organization”, Academy of Management Review, 14(1), 20–39.

    Google Scholar 

  • Bailenson, J.N. and YEE, N. (2005) “Digital chameleons: automatic assimilation of nonverbal gestures in immersive virtual environments”, Psychological Science, 16(10), 814–819.

    Article  Google Scholar 

  • Ballantine, P.W. and Stephenson, R.J. (2011) “Help me, I am fat! Social support in online weight loss networks”, Journal of Consumer Behaviour, 10(6), 332–337.

    Article  Google Scholar 

  • Bearden, W.O., Netemeyer, R.G., and Teel, J.E. (1989) “Measurement of consumer susceptibility to interpersonal influence”, Journal of Consumer Research, 15(4), 473–481.

    Article  Google Scholar 

  • Berry, L.L. (2000) “Cultivating service brand equity”, Journal of the Academy of Marketing Science, 28(1), 128–137.

    Article  Google Scholar 

  • Bilgi ve Iletisim Teknolojileri Dünyasi (2010) http://www.bitdunyasi.com/tr/?Sayfa=Detay&Id=4208.

  • Bogazzi, R.P. and Dholakia, U.M. (2002) “Intentional social action in virtual communities”, Journal of Interactive Marketing, 16(2), 2–21.

    Article  Google Scholar 

  • Boyd, D.M. and Ellison, N.B. (2008) “Social network sites: definition, history, and scholarship”, Journal of Computer-Mediated Communication, 13(1), 210–230.

    Article  Google Scholar 

  • Boyle, B.A. and Magnusson, P. (2007) “Social identity and brand equity formation: a comparative study of collegiate sports fans”, Journal of Sport Management, 21(4), 497–520.

    Google Scholar 

  • Braman, S. (2003) From the Modern to the Postmodern: The Future of Global Communications Theory and Research in a Pandemonic Age, Thousand Hills, CA: Sage Publications, 109–123.

    Google Scholar 

  • Bray, D.A. and Konsynski, B.R. (2007) “Virtual worlds: multi-disciplinary research opportunities”, Data Base for Advances in Information Systems, 38(4), 17–25.

    Article  Google Scholar 

  • Claxton, L. and Woo, A. (2008). How to Say It: Marketing With New Media, New York: Prentice Hall.

    Google Scholar 

  • Cobb-Walgren, C.J., Ruble, C.A., and Donthu, N. (1995) “Brand equity, brand preference, and purchase intent”, Journal of Advertising, 24(3), 25–40.

    Article  Google Scholar 

  • Conlon, T. (2000) “Visions of change: information technology, education and postmodernism”, British Journal of Educational Technology, 31(2), 109–116.

    Article  Google Scholar 

  • Constantinides, E. (2004) “Influencing the online consumer’s behavior: the Web experience”, Journal of Internet Research: Electronic Networking Applications and Policy, 14(2), 111–126.

    Article  Google Scholar 

  • Constantinides, E. and Geurts, P. (2005) “The impact of Web experience on virtual buying behaviour: an empirical study”, Journal of Customer Behaviour, 4(3), 307–337.

    Article  Google Scholar 

  • Cova, B. (1996) “What postmodernism means to marketing managers?”, European Management Joumal, 14(5), 494–499.

    Article  Google Scholar 

  • Cova, B. and Pace, S. (2007) “Global brand communities across borders: the Warhammer case”, International MarketingReview, 24(3), 313–329.

    Google Scholar 

  • Creeber, G. (2009) “Digital theory: theorizing new media”, in Creeber, G. and ve Martin, R. (eds) Digital Cultures, Glasgow: McGraw Hill, 11–30.

    Google Scholar 

  • Dennis, A.R. and Pootheri, K.S. (1998) “Lessons from the early adopters of Web groupware”, Journal of Management Information Systems, 14(4), 65–86.

    Article  Google Scholar 

  • Dijk, V. and Jan, A.G.M. (2006) The Network Society: Social Aspects of New Media, 2nd ed., London: Sage Publications.

    Google Scholar 

  • Elitok, B. (2003) Hadi Markalaşalim, 1st ed., Istanbul: Sistem Yayincilik.

    Google Scholar 

  • Emerson, R.M. (1976) “Social exchange theory”, Annual Review of Sociology, 2(August), 335–362.

    Article  Google Scholar 

  • Erdogan, B.Z. (2009) “Pazarlarna: Küresel Krizin Suçlusu mu, Kurtaricisi mi?”, Tüketici ve Tüketim Araştirmalan Dergisi, 1(1), 41–51.

    Google Scholar 

  • Flavian, C. and Guinaliu, M. (2005) “The influence of virtual communities on distribution strategies in the Internet”, International Journal of Retail & Distribution Management, 33(6), 405–425.

    Article  Google Scholar 

  • Gupta, S. and Kim, H.-W. (2004) “Virtual community: concepts, implications, and future research directions”, Proceeding of the Americas Conference on Information Systems, New York, 2679–2687.

    Google Scholar 

  • Halvorson, W.S. and Steyn, P.G. (2009) “Brand community as a strategy for conquering virtual worlds”, ANZMAC, 2009, 1–9.

    Google Scholar 

  • Hankinson, G. (2004) “Relational network brands: towards a conceptual model of place brands”, Journal of Vacation Marketing, 10(2), 109–121.

    Article  Google Scholar 

  • Hennig-Thurau, T., Malthouse, E.C., Friege, C., Lobschat, L., Rangaswamy, A., and Skiera, B. (2010) “The impact of new media on customer relationships”, Journal of Service Research, 13(3), 311–330.

    Article  Google Scholar 

  • Holland, J. and Baker, S.M. (2001) “Customer participation in creating site brand loyalty”, Journal of Interactive Marketing, 15(4), 34–45.

    Article  Google Scholar 

  • Hu, N., Pavlou, P.A., and Zhang, J. (2006) “Can online reviews reveal a product’s true quality? Empirical findings and analytical modeling of online word-of-mouth communication”, ACM Conference on Electronic Commerce (EC), 324–330.

    Google Scholar 

  • Hunt, K.A. and Bashaw, R.E. (1999) “Using buyer’s information processing to formulate selling strategies”, Industrial Marketing Management, 28(1), 99–107.

    Article  Google Scholar 

  • Hwang, K.O. et al. (2010) “Social support in an Internet weight loss community”, International Journal of Medical Informatics, 79(1), 5–13.

    Article  Google Scholar 

  • Jepsen, A.L. (2006) “Information search in virtual communities: is it replacing use of offline communication?”, Journal of Marketing Communications, 12(4), 247–261.

    Article  Google Scholar 

  • Jones, Q. and Rafaeli, S. (2000) “Time to split, virtually: ‘discourse architecture’ and ‘community building’ create vibrant virtual publics”, Electronic Markets, 10(4), 214–223, Retrieved 1 October 2004 from http://www.electonicmarkets.org.

    Article  Google Scholar 

  • Kadushin, C. (2004) “Introduction to Social Network Theory”, http://www.communityanalytics.com/Portals/0/Resource_Library/Social%20Network%20 Theory_Kadushin.pdf, accessed 9 October 2011.

    Google Scholar 

  • Katz, N., Lazer, D., Arrow, H., and Contractor, N. (2004) “Network theory and small groups”, Small Group Research, 35, 307–332.

    Article  Google Scholar 

  • Keller, K.L. (1993) “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, 57(1), 1–22.

    Article  Google Scholar 

  • Khan, O. and Canny, J. (2011) http://www.cs.berkeley.edu/-omar/pubs/env_ persuasive_08_long.pdf, accessed 23 June 2011.

  • Kim, H.-B. and Kim, W.G. (2005) “The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants”, Tourism Management, 26, 549–560.

    Article  Google Scholar 

  • Kiss, C. and Bichler, M. (2008) “Identification of influencers — measuring influence in customer networks”, Decision Support Systems, 46(1), 233–253.

    Article  Google Scholar 

  • Kitchen, P.J., Brignell, J., Li, T., and Jones, G.S. (2004) “The emerge of IMC”, Journal of Advertising Research, 44(1), 19–30.

    Article  Google Scholar 

  • Klassen, M.L. (2002) “Relationship marketing on the Internet: the case of top- and lower-ranked US universities and colleges”, Journal of Retailing and Consumer Services, 9(2), 81–85.

    Article  Google Scholar 

  • Komitio, L. (2001) “Electronic communities in an information society: paradise, mirage, or malaise?”, Journal of Documentation, 57(1), 115–129.

    Article  Google Scholar 

  • Kraut, R. and Mukhopadhyay, T. (2008) Information and Communication: Alternative Uses of the Internet in Households, http://www.Cs.Cmu.Edu/-Kiesler/Publications/Pdfs/Kraut99-Information%20and%20Communication-Alternateusesinternet.Pdf, accessed 24 July 2008.

    Google Scholar 

  • Kremaer, K.L. and Dedrick, J. (2002) “Strategic use of the Internet and e-commerce: Cisco Systems”, Journal of Strategic Information Systems, 11(1), 5–29.

    Article  Google Scholar 

  • Ku, E.C.S. (2011) How Virtual Community Influence Travel Products Purchasing Decisions: The Flow Experience Perspective, http://bai-conference.org/files/BAI2010%20Proceeding/Papers/4.MIS/4063.pdf, accessed 2 July 2011.

    Google Scholar 

  • Lassar, W., Mittal, B., and Sharma, A. (1995) “Measuring customer-based equity”, Journal of Consumer Marketing, 12(4), 11–19.

    Article  Google Scholar 

  • MacKinnon, N.J. and Heise, D.R. (2010) Self Identity, and Social Institutions, New York: Palgrave Macmillan.

    Google Scholar 

  • McAlexander, J.H. Schouten, J.W., and Koenig, H.F. (2002) “Building brand community”, Journal of Marketing, 66(1), 38–54.

    Article  Google Scholar 

  • Messinger, P.R., Stroulia, E., and Lyons, K. (2008) “A typology of virtual worlds: historical overview and future directions”, Journal of Virtual Worlds Research, 1(1), 1–18.

    Google Scholar 

  • Mizruchi, M.S. (1994) “Social network analysis: recent achievements and current controversies”, Acta Sociologica, 37(4), 329–343.

    Article  Google Scholar 

  • Mulhern, F. (2009) “Integrated marketing communications: from media channels to digital connectivity”, Journal of Marketing Communications, 15(2), 85–101.

    Article  Google Scholar 

  • Nooy, W. de, Mrvar, A., and Batagelj, V. (2005) Exploratory Social Network Analysis with Pajek, New York: Cambridge University Press.

    Book  Google Scholar 

  • Oliver, L.R. (1997) A Behavioral Perspective on the Consumer, New York, McGraw-Hill.

    Google Scholar 

  • Petter, C., Helling, K., and Reich, K. (2007) “Social software and the establishment of virtual communities of practice in the tourism sector”, Elearning Papers, www.elearningpapers.eu, accessed 1 October 2010.

    Google Scholar 

  • Porter, C.E. (2004) “A typology of virtual communities: a multi-disciplinary foundation for future research”, Journal of Computer-Mediated Communication, 10(1), doi:10.1111/j.1083–6101.2004.tb00228.x, accessed 27 July 2009.

    Google Scholar 

  • Proctor, T. (2002) “Communication in postmodern integrated marketing”, Corporate Communications: An International Journal, 7(3), 144–154.

    Article  Google Scholar 

  • Rheingold, H. (1993) The Virtual Community: Homestanding on the Electronic Frontier, New York: Harper Collins.

    Google Scholar 

  • Romm, C., Pliskin, N., and Clarke, R. (1997) “Virtual communities and society: toward an integrative three phase model”, International Journal of Information Management, 17(4), 261–270.

    Article  Google Scholar 

  • Sabater, J. and Sierra, C. (2002) “Reputation and Social Network Analysis in Multi-Agent Systems”, AAMAS, July, Italy.

    Book  Google Scholar 

  • Seetharaman, A., Zainal, A.B.M.N., and Gunalan, S. (2001) “A conceptual study on brand valuation”, Journal of Product and Brand Management, 10(4/5), 243–256.

    Article  Google Scholar 

  • Sheth, J.N., Eshghi, A., and Krishnan, B.C. (2001) Internet Marketing, New York: Harcourt College.

    Google Scholar 

  • Shimp, T.A. (2007) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7th ed., Canada: Thompson South-Western.

    Google Scholar 

  • Sirdeshmukh, D., Singh, J., and Sabol, B. (2002) “Trust, value, and loyalty in relational exchanges”, Journal of Marketing, 66(1), 15–37.

    Article  Google Scholar 

  • Soto-Acosta, P. and Meroño-Cerdan, A. (2006). “An analysis and comparison of web development between local governments and SMEs in Spain”, International Journal of Electronic Business, 4(2), 191–203.

    Article  Google Scholar 

  • Spurgeon, C. (2008) Advertising and New Media, New York: Routledge.

    Google Scholar 

  • Streeter, C.L. and Gillespie, D.F. (1992) “Social network analysis”, Journal of Social Service Research, 16(1/2), 201–222.

    Google Scholar 

  • Ticky, N.M., Thusman, M.T., and Fombrun, C. (1979) “Social network analysis for organizations”, Academy of Management Review, 4(4), 507–519.

    Google Scholar 

  • Ulusu, Y. (2010) “Determinant factors of time spent on Facebook: brand community engagement and usage types”, Journal of Yasar University, 18(5), 2949–2957.

    Google Scholar 

  • Valck, K.D. (2005) Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship, ERIM PhD Series Research in Management, RSM Erasmus University Rotterdam, 1–319.

    Google Scholar 

  • Valck, K.D. and Bruggen, G.H.V. (2009) Virtual Communities: a Marketing Perspective, Decision Support Systems, 47, 185–203.

    Article  Google Scholar 

  • Villarejo-Ramos, A.F. and Sánchez-Franco, M.J. (2005) “The impact of marketing communication and price promotion on brand equity”, Journal of Brand Management, 12(6), 431–444.

    Article  Google Scholar 

  • Wellman, B. and Gulia, M. (1997) “Net surfers don’t ride alone: virtual communities as communities”, Department of Sociology and Centre for Urban and Community Studies, University of Toronto, http://groups.chass.utoronto.ca/netlab/wp-content/uploads/2012/05/Net-Surfers-Dont-Ride-Alone-Virtual-Community-as-Community.pdf, accessed 24 July 2009.

    Google Scholar 

  • Whittaker, S., Issacs, E., and O’Day, V. (1997) “Widening the net. Workshop report on the theory and practice of physical and network communities”, SIGCHI Bulletin, 29(3), 27–30.

    Article  Google Scholar 

  • Wikipedia (2014) “History of video games”, http://en.wikipedia.org/wiki/History_of_video_games, accessed 30 January 2014.

    Google Scholar 

  • Wilson, R.F. (2005) “The six simple principles of viral marketing”, Web Marketing Today, February (1), 1–2.

    Google Scholar 

  • Woerndl, M., Papagiannidis, S., Bourlakis, M., and Li, F. (2008) “Internet-included marketing techniques: critical factors in viral marketing campaigns”, Internet Journal of Business Science and Applied Management, 3(1), 33–45.

    Google Scholar 

  • Yamamoto, G.T. (2007) Buzz Gibi Söylenti Pazarlamasi, Pazarlama Dünyasi, 8–11.

    Google Scholar 

  • Yang, C.-C. and Cheng, Y.-C. (2011) “The empirical study of the combined effect of service quality and virtual community on customer loyalty of the bookstore website in Taiwan”, http://academic-papers.org/ocs2/session/Papers/D4/396–1794-2-DR.pdf. 02.07.2011.

    Google Scholar 

  • Yoo, B. and Donthu, N. (2001) “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, 52(1), 1–14.

    Article  Google Scholar 

Download references

Authors
  1. Bayram Zafer Erdoğan
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tolga Torun
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. ESC Rennes School of Business, France

    Philip J. Kitchen

  2. İzmir University of Economics, Turkey

    Ebru Uzunoğlu

Copyright information

© 2015 Bayram Zafer Erdoğan and Tolga Torun

About this chapter

Cite this chapter

Erdoğan, B.Z., Torun, T. (2015). The Effects of Marcoms and Social Interaction through Virtual Communities on Consumer-Based Brand Equity. In: Kitchen, P.J., Uzunoğlu, E. (eds) Integrated Communications in the Postmodern Era. Palgrave Macmillan, London. https://doi.org/10.1057/9781137388551_6

Download citation

Publish with us

Policies and ethics

Search

Navigation