The Interplay Between Online and Offline Community Culture

Niels Kornum, Richard Gyrd-Jones, Nadia Al Zagir, Kristina A. Brandis

Publikation: KonferencebidragPaperForskningpeer review

Abstrakt

This study examines the interplay between online and offline community cultures based on identifying the distinct features of both. Studying this interaction explicitly and in empirical analysis is new to community literature and brands can through this better know the communities to which they relate. The findings reveal that without a thorough understanding of both online and offline cultures and their interaction, companies or brands may get a misleading picture of these cultures. For instance, if only looking at the culture online and not core values offline, the company might intervene in ways that are dysfunctional to the culture.
OriginalsprogEngelsk
Publikationsdato2015
Antal sider7
StatusUdgivet - 2015
BegivenhedThe 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgien
Varighed: 26 maj 201529 maj 2015
http://kuleuvencongres.be/EMAC2015

Konference

KonferenceThe 44th EMAC Annual Conference 2015
LokationKU Leuven & Vlerick Business School
LandBelgien
ByLeuven
Periode26/05/201529/05/2015
Internetadresse

Emneord

  • Online – offline perspective
  • Community culture
  • Brand community

Citationsformater