Abstract
AbstractSocial 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.
Highlights
PROGRESSIVE EMPHASIS ON CONTENT IN CONSUMER/BRAND INTERACTIONS IN SOCIAL MEDIA BRAND potentially large scale, content and storytelling” (Sorensen & Drennan, 2017)
Social media brand communities (SMBCs) differ from their offline single brand, at least among the 100 leading brands in the FMCG counterpart primarily in terms of “transparent social context, flat structure, potentially large scale, social media platforms, and that is not in possession of the requisite content and storytelling” (Sorensen & Drennan, 2017)
They build up their offline counterpart primarily in terms of “transparent social intimate relationships because they share the same passion for the context, flat structure, brand and common memories” (Cherif & Miled, 2013)
Summary
PROGRESSIVE EMPHASIS ON CONTENT IN CONSUMER/BRAND INTERACTIONS IN SOCIAL MEDIA BRAND potentially large scale, content and storytelling” (Sorensen & Drennan, 2017). This entails that the underlying theme of a comment (either with regard to attributes or benefits) may be irrelevant with reference to the overarching theme in a brand initiated thread, its impact in terms of positively engaging a brand community may be paramount.
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