TY - JOUR
T1 - Capturing and co-creating student experiences in social media
T2 - a social identity theory perspective
AU - Fujita, Momoko
AU - Harrigan, Paul
AU - Soutar, Geoffrey N.
N1 - Publisher Copyright:
Copyright © Taylor & Francis, LLC.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - Drawing on social identity theory (SIT), this research investigates the role of university content strategies on student experiences in social media brand communities (SMBCs). A netnography of a university’s SMBCs sought to grasp the influences of identity cues, narratives, and marketer traits on member reactions. It was revealed that social media content plays an important sensegiving role in meeting members’ need to understand themselves, feel distinctive and positive about themselves, and feel supported and connected. The findings contribute to our understanding of the social media marketing phenomenon and inspire practice in the design of meaningful customer experiences in social media.
AB - Drawing on social identity theory (SIT), this research investigates the role of university content strategies on student experiences in social media brand communities (SMBCs). A netnography of a university’s SMBCs sought to grasp the influences of identity cues, narratives, and marketer traits on member reactions. It was revealed that social media content plays an important sensegiving role in meeting members’ need to understand themselves, feel distinctive and positive about themselves, and feel supported and connected. The findings contribute to our understanding of the social media marketing phenomenon and inspire practice in the design of meaningful customer experiences in social media.
UR - http://www.scopus.com/inward/record.url?scp=85043491887&partnerID=8YFLogxK
U2 - 10.1080/10696679.2017.1389245
DO - 10.1080/10696679.2017.1389245
M3 - Article
AN - SCOPUS:85043491887
SN - 1069-6679
VL - 26
SP - 55
EP - 71
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 1-2
ER -