It’S Not All About Coffee: Netnography of the Starbucks Brand Page on Facebook

Heejin Lim, University of Tennessee, USA
Jewon Lyu, University of Tennessee, USA
This study aims to discover the nature and meanings of brand social networking on Facebook. Netnography of the Starbucks Page on Facebook unveils a spatial meaning of the brand Page and the multifold meanings of the brand shared through the platform. Findings of this study support the postmodern consumption theory.
[ to cite ]:
Heejin Lim and Jewon Lyu (2012) ,"It’S Not All About Coffee: Netnography of the Starbucks Brand Page on Facebook", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1119-1119.