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Separate merkcommunities versus merkcommunities binnen een sociaal netwerk. - Is de installatie van brand communities binnen social networksites voltooid?

Düking, Gijs (2011) Separate merkcommunities versus merkcommunities binnen een sociaal netwerk. - Is de installatie van brand communities binnen social networksites voltooid?

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Abstract:In this survey separate brand communities and brand communities within a social network will be compared. The emphasis is on how these two kinds of communities differ from each other in the field of satisfaction and incentive for membership. The satisfaction will be measured based on product, company, brand and community. The incentive for membership will be measured based on basic community characteristics and motive for membership. Of all the questionnaires 798 valid forms were returned. The main goal was to find out why members joined the specific brand community and what this means so far as brand satisfaction is concerned. In this survey two strong brands are selected BMW and Apple. Satisfaction wise no difference showed, although the outcomes do show that separate brand community members are significantly more satisfied about their community, The motives for people to join show that basic characteristics and motives are the same, although less value is attached to this by community members operating within that social network. One can conclude from this survey that motives for membership as well as satisfaction about the communities show a significantly more positive effect within the separate brand communities. The latter produce more interactivity and satisfaction amongst their members. So one can conclude it is currently more lucrative for companies to start a separate online community than to use social networks to do this.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61269
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