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Progress in IS Francisco J. Martínez-López Rafael Anaya-Sánchez Rocio Aguilar-Illescas Sebastián Molinillo Online Brand Communities Using the Social Web for Branding and Marketing Progress in IS More information about this series at http://www.springer.com/series/10440 (cid:1) Francisco J. Mart´ınez-Lopez • Rafael Anaya-Sa´nchez • Rocio Aguilar-Illescas • Sebastia´n Molinillo Online Brand Communities Using the Social Web for Branding and Marketing FranciscoJ.Mart´ınez-L(cid:1)opez RafaelAnaya-Sa´nchez Dept.BusinessAdministration Dept.Economics& UniversityofGranada BusinessAdministration Granada,Spain UniversityofMalaga Malaga,Spain MarketingGroup OpenUniversityofCatalonia Barcelona,Spain RocioAguilar-Illescas Sebastia´nMolinillo Dept.Economics& Dept.Economics& BusinessAdministration BusinessAdministration UniversityofMalaga UniversityofMalaga Malaga,Spain Malaga,Spain ISSN2196-8705 ISSN2196-8713 (electronic) ProgressinIS ISBN978-3-319-24824-0 ISBN978-3-319-24826-4 (eBook) DOI10.1007/978-3-319-24826-4 LibraryofCongressControlNumber:2015958092 SpringerChamHeidelbergNewYorkDordrechtLondon ©SpringerInternationalPublishingSwitzerland2016 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpartof the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation,broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionor informationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexempt fromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthisbook arebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsorthe editorsgiveawarranty,expressorimplied,withrespecttothematerialcontainedhereinorforanyerrors oromissionsthatmayhavebeenmade. Printedonacid-freepaper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com) Contents 1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 EvolutionoftheWeb. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.1 EvolutionofInformationandCommunicationTechnologies. . . 5 2.2 EvolutionoftheWeb. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.2.1 Web1.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.2.2 Web2.0:TheStartoftheSocialWeb. . . . . . . . . . . . . 10 2.2.3 SemanticWeb. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 2.2.4 Web3.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 2.2.5 Web4.0andtheFutureoftheInternet. . . . . . . . . . . . 15 3 FoundationsandStructureoftheSocialWeb. . . . . . . . . . . . . . . . . 17 3.1 RationingoftheSocialWeb. . . . . . . . . . . . . . . . . . . . . . . . . . 17 3.2 WhyIstheSocialWebUsed?. . . . . . . . . . . . . . . . . . . . . . . . . 20 3.3 ToolsandApplicationsoftheSocialWeb. . . . . . . . . . . . . . . . 23 3.3.1 VirtualCommunities. . . . . . . . . . . . . . . . . . . . . . . . . 24 3.3.2 VirtualSocialNetworks. . . . . . . . . . . . . . . . . . . . . . . 26 3.3.3 Blogs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 3.3.4 MicroblogsorNanoblogging. . . . . . . . . . . . . . . . . . . 32 3.3.5 Wikis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 3.3.6 OtherSocialApplications. . . . . . . . . . . . . . . . . . . . . . 34 3.4 VisualMapoftheSocialWeb’sToolsandApplications. . . . . . 37 3.5 SocialCommerce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 3.5.1 WhatIsSocialCommerce?AConceptualization. . . . . 39 3.5.2 SocialCommercevs.e-Commerce. . . . . . . . . . . . . . . 41 4 UtilityoftheSocialWebforBusiness. . . . . . . . . . . . . . . . . . . . . . . 45 4.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 4.2 InterestoftheSocialWebtoCompanies. . . . . . . . . . . . . . . . . 47 v vi Contents 4.3 HowtoMeasureaCompany’sActionsontheSocialWeb. . . . 50 4.3.1 Overview.. . . .. . . .. . . .. . . .. . . .. . . .. . . .. . . .. 50 4.3.2 HowtoCalculatetheReturnonInvestment intheSocialMedia. . . . . . . . . . . . . . . . . . . . . . . . . . 55 4.4 RisksoftheSocialWebforCompanies. . . . . . . . . . . . . . . . . . 58 4.5 ManagerialChangesMotivatedbytheSocialWeb. . . . . . . . . . 60 4.6 SomeDataontheCompanies’UseoftheSocialWeb. . . . . . . 61 5 EvolutionoftheMarketingMind-SetandtheValue-Creation Process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 5.1 Background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 5.1.1 EvolutionofBusiness-to-ConsumerCommunication. . . 65 5.1.2 ANewConsumerProfile. . . . . . . . . . . . . . . . . . . . . . 67 5.2 MarketingMindsetEvolution:FromMarketing1.0to Marketing3.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 5.2.1 Marketing1.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 5.2.2 Marketing2.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 5.2.3 Marketing3.0. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 5.3 KeystoUnderstandingtheValue-CreationProcess intheContextoftheSocialWeb. . . . . . . . . . . . . . . . . . . . . . . 73 5.3.1 Value-Creation:AnOverview. . . . . . . . . . . . . . . . . . 73 5.3.2 Value-CreationontheSocialWeb. . . . . . . . . . . . . . . 74 5.4 NewWaysofConnectingwithConsumersonthe SocialWeb. . . . .. . . . .. . . . . .. . . . .. . . . . .. . . . .. . . . .. . 77 5.4.1 CrowdsourcingMarketing. . . . . . . . . . . . . . . . . . . . . 77 5.4.2 ElectronicWordofMouth(eWOM). . . . . . . . . . . . . . 78 5.4.3 Gamification. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 5.4.4 InboundMarketing. . .. . . .. . . . .. . . . .. . . .. . . . .. 83 5.4.5 SocialCRM(CustomerRelationshipManagement). . . 84 6 BrandandSocialWeb. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 6.1 Branding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 6.1.1 TraditionalBranding. . . . . . . . . . . . . . . . . . . . . . . . . 87 6.1.2 BrandEquity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 6.2 EvolutionofBrandingTowardsIntegratingtheSocialWeb. . . 92 6.2.1 ProductParadigm. .. . . . .. . . . .. . . . .. . . . .. . . . .. 93 6.2.2 ProjectiveParadigm. . . . . . . . . . . . . . . . . . . . . . . . . . 94 6.2.3 AdaptiveParadigm. . . . . . . . . . . . . . . . . . . . . . . . . . 95 6.2.4 RelationalParadigm. . . . . . . . . . . . . . . . . . . . . . . . . . 95 6.2.5 CommunityBrandManagementParadigm. . . . . . . . . 97 7 ConceptualApproachtoCommunity,VirtualCommunity andOnlineBrandCommunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 7.1 Community. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 7.2 OnlineCommunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 7.3 BrandCommunitiesandOnlineBrandCommunities. . . . . . . . 114 Contents vii 7.3.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 7.3.2 Conceptualizationof(Virtual)BrandCommunities. . . 115 7.3.3 AsyntheticOverviewoftheResearchinBrand Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 7.4 OfflineVs.OnlineCommunities:ABriefComparison. . . . . . . 122 8 TypesofVirtualCommunitiesandVirtualBrandCommunities. . . 125 8.1 ClassificationofVirtualCommunities. . . . . . . . . . . . . . . . . . . 125 8.1.1 FirstApproachestoClassifyingVirtual Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126 8.1.2 ClassificationBasedonWhoSponsorstheCommunity: UsersVs.Companies. . . . . . . . . . . . . . . . . . . . . . . . . 128 8.1.3 OtherClassifications. . . . . . . . . . . . . . . . . . . . . . . . . 130 8.2 ClassificationsofVirtualBrandCommunities. . . . . . . . . . . . . 133 8.3 Anti-brandCommunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138 8.4 AnIntegrativeClassificationofVirtualBrandCommunities. . . 139 9 Consumers’MotivationstoParticipateinVirtualBrand Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 9.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 9.2 TheoriesRelatedtotheCommunityMembers’Motivations. . . 143 9.2.1 ConsumerCultureTheory. . . . . . . . . . . . . . . . . . . . . 143 9.2.2 SocialIdentityTheory. . . . . . . . . . . . . . . . . . . . . . . . 144 9.2.3 TheoryofPlannedBehavior(TPB). . . . . . . . . . . . . . . 146 9.2.4 SenseofVirtualCommunityTheory. . . . . . . . . . . . . . 147 9.2.5 UsesandGratificationTheory(UGT). . . . . . . . . . . . . 148 9.2.6 SocialExchangeTheory. . . . . . . . . . . . . . . . . . . . . . . 149 9.2.7 TechnologyAcceptanceModel. . . . . . . . . . . . . . . . . . 149 9.2.8 Actor-NetworkTheory. . . . . . . . . . . . . . . . . . . . . . . . 150 9.2.9 NetworkTheory. .. . . . . . . . .. . . . . . . .. . . . . . . .. . 151 9.2.10 Self-DeterminationTheory(SDT). . . . . . . . . . . . . . . . 152 9.2.11 Lead-UserTheory. . . . . . . . . . . . . . . . . . . . . . . . . . . 153 9.3 MotivationstoJoinandParticipateinVirtualCommunities. . . 153 9.4 MotivationstoEnterandParticipateinVirtualBrand Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158 10 FactorsInfluencingMembers’EngagementwithVirtualBrand Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163 10.1 Backdrop. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163 10.2 EngagementwiththeOnlineBrandCommunity. . . . . . . . . . . . 165 10.2.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165 10.2.2 EngagementFoundations. . . . . . . . . . . . . . . . . . . . . . 165 10.2.3 ConceptualizingEngagement. . . . . . . . . . . . . . . . . . . 166 10.2.4 AContextualizationofEngagementWithintheSocial WebandVirtualBrandCommunities. . . . . . . . . . . . . 168 viii Contents 10.2.5 Consumers’IdentificationwithBrandsandVirtual BrandCommunities. . . . . . . . . . . . . . . . . . . . . . . . . . 173 10.3 Engagement-RelatedOutcomes. . . . . . . . . . . . . . . . . . . . . . . . 175 10.3.1 ParticipationintheCommunity. . . . . . . . . . . . . . . . . 176 10.3.2 SatisfactionwiththeCommunity. . . . . . . . . . . . . . . . 177 10.3.3 TrustintheCommunity. . . . . . . . . . . . . . . . . . . . . . . 179 10.3.4 LoyaltytotheCommunity. . . . . . . . . . . . . . . . . . . . . 182 10.3.5 CommitmentwiththeCommunity. . . . . . . . . . . . . . . 182 10.4 OtherFactorsThatInfluenceMembers’Engagement withaVirtualBrandCommunity. . . . . . . . . . . . . . . . . . . . . . . 184 10.4.1 SocialNorms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184 10.4.2 UsabilityandAesthetics. . . . . . . . . . . . . . . . . . . . . . . 184 10.4.3 Entertainment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186 10.4.4 Quality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186 10.4.5 Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . 187 11 ValueCreationinVirtualBrandCommunities. . . . . . . . . . . . . . . . 189 11.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190 11.2 ImplicationsofValueCreationinVirtualBrandCommunities forCompanies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 11.2.1 BenefitsofVirtualBrandCommunities forCompanies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 11.2.2 PotentialProblemsandThreatsofVirtualBrand CommunitiesforCompanies. . . . . . . . . . . . . . . . . . . 198 11.3 Consumers’RoleinVirtualBrandCommunities:Prosumer andValueCo-creation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200 11.3.1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200 11.3.2 ValueCo-creationinVirtualBrandCommunities. . . . 201 12 CreatingandDevelopingVirtualBrandCommunities: SomePracticalGuidelines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 12.1 SuccessFactorsforCreatingandDevelopingVirtual BrandCommunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 12.2 GeneralConsiderationsfortheCreationandDevelopment ofVirtualBrandCommunities. . . . . . . . . . .. . . . . . . . . . . .. . 210 12.3 OverviewoftheProcessofCreatingaVirtualBrand Community:KeyStages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217 Chapter 1 Introduction Originally, human communities were comprised of people who shared a value system and interpersonal trust (Wiegandt, 2009). The basic motive for belonging toacommunityhasevolvedthroughthetwentiethcentury,becomingincreasingly basedonanindividual’sinterestsandneeds(Wilson,1990),notsolelygeography or family. This new type of community combines traditional community values withindividuals’needssuchasself-actualization(VonLoewenfeld,2006). Information and Communication Technologies (ICT) strengthen the role of interests and needs, decreasing the importance of a person’s location on their integrationintoaspecificcommunity(Uslaner,2000);theubiquityoftheInternet greatlyfacilitatestheexpansionofthephenomenonofvirtualcommunities(Plant, 2004).TheevolutionoftheInternetresultedinwebsitesevolvingfrommereplaces oftransactionstospacesofdialoguewhereuserssharetheirexperiences.Withthe integration of individuals comes the integration of their thoughts, feelings, state- ments,andactionsinrelationtobrands(Weber,2007).Thesecommunities,which tend to be linked to a common topic, problem or task that connects the distinct users,havetheirowncodesofconduct,bothimplicitandexplicit(Uribe,Rialp,& Llonch,2010).Furthermore,theyareusuallyspecialized,geographicallydisperse, and based in dynamic networks that allows users to present their shared values (Dholakia,Bagozzi,&Pearo,2004). Thecommunities,supportedbytechnologyplatforms,currentlyattractanample percentage of the population and generate a high level of trust among their members. When a common sentiment is shared, the bonds within the virtual communityarestrengthened(Wiegandt,2009).Someofthecommunities’charac- teristicsarerelatedwithmembers’continuous,asynchronousorreal-timeandrapid useofchat,forums,etc.(Sung,Kim,Kwon,&Moon,2010),featuresmadepossible by the Internet, its global span, etc. (Uribe et al., 2010). However, in the present day,theInternetadvertisersfindsitselffacingnewchallenges,likeidentifyingthe ©SpringerInternationalPublishingSwitzerland2016 1 F.J.Mart´ınez-Lo´pezetal.,OnlineBrandCommunities,ProgressinIS, DOI10.1007/978-3-319-24826-4_1

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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing
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