Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities

作者：

Highlights：

• The article articulates the existence of brand communities on social media.

• It delineates five unique dimensions of brand communities based in social media.

• They are: social context, structure, scale, content and storytelling, and affiliated brand communities.

• Managers must pay attention to the differences that exist between the new form of brand communities and the more traditional ones.

摘要

•The article articulates the existence of brand communities on social media.•It delineates five unique dimensions of brand communities based in social media.•They are: social context, structure, scale, content and storytelling, and affiliated brand communities.•Managers must pay attention to the differences that exist between the new form of brand communities and the more traditional ones.

论文关键词：Brand community,Social media,Unique dimensions,Value creation practices,Netnography

论文评审过程：Available online 28 December 2013.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.11.010