Abstract
It is important for organisations to understand why their customers participate in virtual communities, the groups in which they participate, and the interactions that occur. This information can offer insight into how social media might be used to build brands and strengthen marketing communications programs. Although groups are comprised of members who strive to belong, individuals also have a fundamental need to distinguish themselves from others. Using blog entries submitted over a nine-week period by followers of a Ustream.tv live broadcast of Shiba Inu puppies, the research examines motives for participation, and identifies sources of differentiation within the group and their relationship to status and attempts to influence others. Evidence of subgroups is found, and comments posted by members suggest the potential for influence in messages that are not company-initiated.
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