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

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.



Citation:

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.

Authors

Albert Muniz, DePaul University, USA
Hope Jensen Schau, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Featured

Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption

Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.