Online Brand Community in Action. A Constitutive netnography
Advancing a Wholesome Ethnomethodological Perspective on Brand Community
EthnomethodologyOnline brand communityNetnographyOrdinary membershipCommunity citizenship behaviourManagement of enterprisesFöretagsledningManagementBusiness and Economics
This thesis advances an explicit, consequent, and wholesome ethnomethodological perspective on brand community. It recognizes brand community as a social problem ? something to be continuously solved and achieved. The two main perceivably stable features of the Nikonian community are (1) practical usefulness and (2) the social link. The authors suggest that both features are constantly accomplished through three types of aggregate behaviour (1) lurking, (2) ordinary membership, and (3) community citizenship behaviour (CCB). These categories entail corresponding actions of different relevance for achieving online brand community.