The Impact of Market Use of Consumer Generated Content on a Brand Community

Albert Muniz, DePaul University, USA
Hope Jensen Schau, University of Arizona, USA
Many studies have demonstrated that members of brand communities are capable of extensive, and increasingly professional, creation of brand content. However, little work has examined how the use of such community-created content impacts the community or its members. We conducted a netnographic study of the Jones Soda brand community. Jones Soda relies heavily upon its community of loyal users for the creation of branding content, including product innovations, packaging, promotions and advertising. We found a brand community that possesses all three of the markers of brand community and allows for personal transformation and consumer empowerment, yet is largely inorganic in nature. These findings have implications for our conceptualizations of brand communities.
[ to cite ]:
Albert Muniz and Hope Jensen Schau (2007) ,"The Impact of Market Use of Consumer Generated Content on a Brand Community", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 644-646.