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The book Virtual Social Identity and Consumer Behavior seeks to answer these questions. In particular “this book focuses exclusively on one key aspect of.
Table of contents

Postmodern versus longstanding theme perspectives, Advances in Consumer Research, 27, 1, Haenlein, M. Hajji, M. Avatars et moi! Hinsch, Ch. Interaction seeking in second life and implications for consumer behavior. Research Conference, Arizona. Kaplan, A. The fairyland of Second Life: Virtual social worlds and how to use them, Business Horizons, 52, Users of the world, unite!

The challenge and opportunities of social media, Business Horizons, 53, Landay, L. Lankoski, P. Building and Reconstructing Character. Malhotra, N. Self concept and product choice an integrated perspective, Journal of Economic Psychology, 9, Markus, H. Possible Selves, American Psychologist, 41, 9, Martin, J. Consuming code-use-value, exchange-value, and the role of virtual goods in Second Life, Journal of Virtual Worlds Research, 1, 2.

Messinger, P. On the relationship between my avatar and myself, Journal of Virtual Worlds Research, 1, 2.

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Park, S. Virtual world affordances: enhancing brand value, Journal of Virtual Worlds Research, 1, 2.

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Parmentier, G. Schau, H. Consumer imagination, identity and self expression, Advances in Consumer Research, 27, We are what we post? Edition 1st Edition. First Published Imprint Routledge. Pages pages. Back to book. With J. Alison Bryant, Anna Akerman. Connect with us. Finally, categories for possible participation motives build on prior research on motivations for participation in brand communities, or social networks e. To check for and verify the different types of brand related communities embedded in the social network under study, the author conducted an additional descriptive analysis of their characteristics, including number of members, as well as number and nature of applications.

To this purpose, the author reports community attributes of the pre-selected 98 brand fan pages and 89 groups based on the Interbrand ranking, and subsequently compares these attributes by utilizing an independent T-test. They have been the leader for a very long time.

Another expression of consciousness of kind is oppositional brand loyalty. In numerous situations in the group and on the fan page members present oppositional brand loyalty, mainly as the classical opposition to Nikon cameras. This social categorization refers to how individuals classify themselves and others into different social groups, based on similar actions, intentions, values and traits Tajfel, ; thereby members create a differentiation between in-group and out-group e.

Common threads help to unite community members. An example is a discussion which develops based on a Nokia Sales Executive; he claims that SLR cameras will become obsolete because of the advancement of cameras in cell phones, which results in an enraged discussion of community members. Concluding, all different aspects of the key community marker are common in the embedded sub-groups.

How Social Identity Impacts Social Commerce for the Millennial Shopper

Second, rituals and traditions also exist in the observed communities. Brand related stories are widespread discussion topics among group and fan page members. However, discussions about brand history are not as common. Maybe, this finding is partially due to the relatively novelty of digital photography.

The most apparent indicator for the existence of rituals and traditions is the observation of a common set of values and behaviors; for example, the use of jargon. Sorry about that. In spite of this, everyone has treated you with dignity and respect and done their best to answer your question.

Self concept, self identity, and social identity - Individuals and Society - MCAT - Khan Academy

Please mend your way. Integration and retention of members, support in the use of products, and general assistance are regular behaviors in the sub-groups. Thereby, threads include many discussions about buying decisions; however, members also talk frequently about commercial issues of photography, legal aspects, photo editing, solving of occurring problems, etc. Respondents usually refer to their own experience and knowledge when answering posts, or by giving references to different sources.

The suggestions above are great. You own it today or you own it next week, it'll still be around.


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Finally, the Canon group and the fan page offer many cues which indicate the existence of all three components of social identity Ellemers et al. I appreciate you taking the time to really read my question and answer it thoroughly. I like this group, all you guys are awesome! I […] would like to get better. However, the company enhances the learning experience by providing, for example, fan page members with a daily challenge, in which they can compete for the best pictures.

If money were not an object, what products from Canon would you have in your kit? Next, social enhancement, entertainment and enjoyment, as well as forming and retaining relationships Dholakia et al. Ultimately, members also join brand-related online communities to give voice to their concerns. This finding corresponds to the work of Bhattacharya and Sen , who argue that identification with a brand leads to an enforced motivation for stronger claim on this brand.

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Although both sub-groups, Facebook fan page and group, show brand community characteristics, they differ in certain regards. First distinctions already appear based on the descriptive analyses. Applications on fan pages often employ innovative marketing tools dedicated to contents such as social corporate responsibility, celebrity endorsement, user competitions, and others.

Applications allowing users to share photos and videos are popular on both fan pages and groups. In relation to the brand community characteristics, the main differences refer to the perceived membership of the participants. Individuals discuss and mention the key community marker, consciousness of kind, more frequently and much more in the group than on the fan page.

Similarly, social identity, especially its cognitive and affective component, is also of higher relevance in the group. In the Canon group users form strong relationships; therefore, the degree of social relatedness is much higher than on the fan page. However, due to the organization of events by the Canon marketing department, and promotion of those events, taking part in activities outside the online community is more common on the fan page.

Finally, individuals help each other to a greater extent in the group, pointing to a higher moral responsibility; the Facebook group is a distinctly more efficient source of advice than the fan-page, as individuals respond faster, more thoroughly and fewer questions remain unanswered.


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These differences of fan pages and groups also correspond to prior research on strengths of relationships in consumer communities. In fan pages, activities related to the community's purpose are central, and consumers participate mainly due to utilitarian e.

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Likewise, common identity implies that members perceive a commitment to the community's purpose or topic Prentice et al. Therefore, main causes of commitment to the group as a whole are social categorization, interdependence, and intergroup comparisons Ren et al. In contrast, an increasing amount of consumers experience their beloved brands and products by using them with a group of brand community members who share close friendships and engage in regular social interactions.

Such groups are strongly socio-centric, and their members often have known each other for a longer time period.