The peer-to-peer, crowd-enabling mechanism of emergent brand communities

Andrew S Wallace; Gary Buttriss

The peer-to-peer, crowd-enabling mechanism of emergent brand communities

Research output: Contribution to conference › Paper › peer-review

Abstract

In this paper we seek to understand how social media influence the emergence and evolution of brand communities. We suggest that the mechanisms of peer-to-peer crowd-enabling mechanisms that drive large-scale social protest movements like The Occupy Movement or the Arab Spring offer an interesting starting point. We focus on the emergence of an instance of anti-brand community, the result of significant service failures, in the Australian telecommunications industry

Original language	English
Publication status	Published - 2015
Event	4th Annual International Conference on Enterprise Marketing and Globalization (EMG 2015) - Singapore, Singapore Duration: 1 Jan 2015 → …

Conference

Conference	4th Annual International Conference on Enterprise Marketing and Globalization (EMG 2015)
Country/Territory	Singapore
Period	1/01/15 → …
Other	December 14-15 2015

Cite this

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abstract = "In this paper we seek to understand how social media influence the emergence and evolution of brand communities. We suggest that the mechanisms of peer-to-peer crowd-enabling mechanisms that drive large-scale social protest movements like The Occupy Movement or the Arab Spring offer an interesting starting point. We focus on the emergence of an instance of anti-brand community, the result of significant service failures, in the Australian telecommunications industry",

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AB - In this paper we seek to understand how social media influence the emergence and evolution of brand communities. We suggest that the mechanisms of peer-to-peer crowd-enabling mechanisms that drive large-scale social protest movements like The Occupy Movement or the Arab Spring offer an interesting starting point. We focus on the emergence of an instance of anti-brand community, the result of significant service failures, in the Australian telecommunications industry

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The peer-to-peer, crowd-enabling mechanism of emergent brand communities

Abstract

Conference

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