Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

Desperately Seeking Customer Engagement: The Five-Sources Model of Brand Value on Social Media

Inna P. Piven, Michael Breazeale
DOI: 10.4018/978-1-5225-0559-4.ch016
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Since 2004 when Myspace was converted from a file storage service to a social networking site, social media has become an integral part of people's everyday experiences. Social media has also come to play an influential role in business. The purpose of this chapter is to introduce the Five-Sources Model of Brand Value that illustrates the importance of functional, emotional, self-oriented, social, and relational brand consumption experiences helping different organisations get a clear sense of where they can add value to their marketing communication strategies on social media. The model is consumer-centered and is grounded in consumers' experiences collected through interviews and Facebook focus group. This chapter is based on an on-going project that first started as a Masters research in 2011. It has continued with conferences and academic papers, in conjunction with consulting and lecturing on social media applications in New Zealand business and education context.
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The idea of community has a long history in sociological, cultural and communication research. The term is often applied, regardless of online or offline context, where a specific type of bond between people defines the community. The idea of a consumption community arose as marketers recognised that consumers often have shared emotions and habits in the consumption of common objects (Friedman et al., 1992), for example, of beloved brands such as Macintosh, Harley-Davidson and Star Trek. Muñiz and O’Guinn (2001) define these communities as a human consumption experience in which members are not necessarily physically close and their social relationships are defined by shared morality, consciousness, rituals and traditions. Further, Schouten and McAlexander (1995) argue that these relationships help to form consumption subcultures that meet some specialised needs of those consumers (Fournier & Lee, 2009).

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