Online Brand Communities as Networks: The Role of Interactivity and Network Centrality on Engagement and Reach

• In Event: ICA Interactive Paper/Poster Session III
  In Interactive Poster Session: Communication and Technology Interactive Poster Session

Abstract

Brands are still learning how leverage social media to create brand communities, or “specialized, non-geographically bound communities, based on a structured set of social relationships among admirers of a brand” (Muniz & O’Guinn, 2001). Brand communities can bolster brand awareness and loyalty, drive purchases, and encourage innovative product usage. However, the rapid rate of technological change means that the media landscape looks very different from even a decade ago when brands began earnest efforts to build online communities. This paper contributes to the study of communication and technology by providing a novel conceptualization of online brand communities as networks of branded accounts and demonstrates both the importance of network centrality and brand interactions with other brand accounts for driving user engagement.

Authors

• William Scott Sanders, University of Louisville

• Yi Jasmine Wang, University of Louisville

• Aleeza Gardner, U of Louisville

• Qi Zheng, U of Louisville