Aufsatz
Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo
Abstract
Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation.
Citation
In: Psychology & Marketing (P&M) Volume 36 / Issue 12 (2019-10-10) , S. 1249-1266 ; EISSN 1520-6793Sponsorship
Gefördert im Rahmen des Projekts DEALCitation
@article{doi:10.17170/kobra-202011172191,
author={Rossolatos, George},
title={Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo},
journal={Psychology & Marketing (P&M)},
year={2019}
}
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2020-11-25T15:24:58Z 2020-11-25T15:24:58Z 2019-10-10 doi:10.17170/kobra-202011172191 http://hdl.handle.net/123456789/12031 Gefördert im Rahmen des Projekts DEAL eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ brand communities brand meaning co-creation laddering technique NVivo social media 300 Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo Aufsatz Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation. open access Rossolatos, George doi:10.1002/mar.21273 Social Media Brand community Marktforschung NVivo publishedVersion EISSN 1520-6793 Issue 12 Psychology & Marketing (P&M) 1249-1266 Volume 36 false
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