Virtual Brand Communities Presentation PDF

Virtual Brand Communities STEPHANIE FORRESTER (S2422513), KAHLEN MCGUINNESS (S2431916), JULIA KESICKA (S2428037), NEVE ANDERSON (SS2422042), HANA HIGGINS (S2458660) PRINCIPLES OF MARKETING 11/17/2024 Con...

Virtual Brand Communities STEPHANIE FORRESTER (S2422513), KAHLEN MCGUINNESS (S2431916), JULIA KESICKA (S2428037), NEVE ANDERSON (SS2422042), HANA HIGGINS (S2458660) PRINCIPLES OF MARKETING 11/17/2024 Contents What is a Virtual Brand Community and what are key examples of this? The Virtual Brand Community engagement typologies What is the methodology? The resultant model 11/17/2024 2 What is a Virtual Brand Community? A Virtual Brand Community is a social work of individuals who connect through specific social media and brands, potentially crossing geographical and political bounds in order to pursue specific interests or goals. 11/17/2024 Virtual Brand Community Examples... Apple Airbnb Sephora Apple Airbnb Beauty Support Host Insider Communit Communit Communit y y y 11/17/2024 4 Virtual Brand Communities and Social networks on the Sports Marketing internet are viable through digital platforms known as social media (Jainet al., 2018; Tsimonis and Dimitriadis, 2014). Companies, such as sports clubs, can promote products and services through word-of- mouth, by which consumers transmit informal opinions, criticisms and suggestions about them (Lima et al., 2019; Kozinets et al., 2010). 17/11/2024 5 What are the Virtual Brand Community Engagement Typologies ? 11/17/2024 6 Behavior 1 : This is when new members are welcomed to the community. GREETING This can be done In a variety of ways, such as: Posting a welcome message on the community forum Sending a private message to the new member Hosting a welcome event 11/17/2024 7 Behavior 2: The regulating behavior refers to setting and enforcing the REGULATING rules of the community. These rules can be enforced by : Creating a code of conduct Moderating discussions Removing inappropriate content Banning members who violate the rules 11/17/2024 8 Behavior 3: The assisting behavior refers to other members ASSISTING of the community. Other members can help each other by : Answering questions Providing advice Sharing information Troubleshooting problems 11/17/2024 9  The empathising behavior refers to Behavior 4: showing understanding EMPATHISING and support for other members of the community. This can be done by : Offering words of encouragement Acknowledging other members feelings Listening without 11/17/2024 judgment 10 Behaviour 5: The act of acknowledging the worth and meaning of APPRECIATING something or someone and being able to connect to it positively This can be done by: Expressing your gratitude to others Gift giving Listening to someone Helping them out 11/17/2024 11 Behaviour 6: Celebrating is a behaviour that is CELEBRATING commonly used to reinforce positive actions and achievements This can be done by: Attending a party Giving a gift Congratulating someone 11/17/2024 12 Behaviour 7: Ranking RANKING 11/17/2024 13 What is the Methodology? The methodology is the approach used to identify how consumer engagement forms the dynamics of a soccer clubs Virtual Branding Community. This research has been completed using a mixed- methods approach. 17/11/2024 14  Research Context Research context is the background factors that supply a foundation for understanding the research question and the methods used. This study has applied this method by looking at the Twitter profile of São Paulo FC (i.e. @SaoPauloFC) as it is a well followed team, having more than 16 million fans in Brazil and 5 million followers on Twitter (Socialbakers, 2018). 11/17/2024 15 Data Collection Data collection is the gathering of all information that has been found in the research context. This study has applied this method by looking at all user interactions on Twitter from May 23, 2016, until May 27, 2017. Between these dates multiple reflective notes were made with the purpose of identifying social dynamics and support initial coding. 17/11/2024 16 Data Analysis Data Analysis is the process of inspecting data that has been gathered and discovering useful information from that data. This study has applied this method by reading all the tweets in the time frame previously stated then they were analysed in order to provide a good understanding of the kind of branded content and consequent interactions. 11/17/2024 17  What is Resultant Model? The resultant model is a framework that illustrates the outcomes or effects of specific strategies or practices within given context. In the case of virtual brand communities, it typically outlines how engagement practices contribute to fan interaction, community building and brand loyalty. 11/17/2024 18  Engagement The various practices like: Interactive content Real-time updates And user-generated content Contribute to a high level of fan engagement. (Influencer Marketing Hub, 2024) 11/17/2024 19  Community Building These engagement strategies promote a sense of community among fans, making them feel connected to the brand and each other. (Influencer Marketing Hub, 2024) 11/17/2024 20 Brand Loyalty As fans engage more with the brand through these practices, their loyalty to the brand increases, leading to a stronger brand presence especially in the soccer community. (Influencer Marketing Hub, 2024) 11/17/2024 21 Feedback Loop The interaction between the brand and the fans creates a feedback loop, where the brand can adjust its strategies based on fans responses, enhancing the overall experience. (Mileva, 2024) 11/17/2024 22 11/17/2024 23 References Zanini, M.T., Carbone de Moraes, F., Lima, V., Migueles, C., Lourenco, C. and Reis Irigaray, H.A. (2019). Soccer and Twitter: virtual brand community engagement practices. Marketing Intelligence & Planning, 37(7), pp.791–805. doi:https://doi.org/10.1108/mip-08-2018-0371. Harrower, M. (2021). 8 Incredibly Inspiring Examples Of Online Brand Communities | Disciple. [online] Disciple.community. Available at: https://www.disciple.community/blog/8-brand-communities-examples [Accessed 9 Nov. 2024]. Mileva, G. (2024, May 17). What is a feedback loop: How to create a robust customer feedback system. Influencer Marketing Hub. https://influencermarketinghub.com/what-is-a-feedback-loop/ Influencer Marketing Hub. (2024, November 13). Influencer Marketing | #1 platform, agency & Influencer Resources. https://influencermarketinghub.com/ 11/17/2024 24