The Interplay Between Online and Offline Community Culture

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

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

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.
Original languageEnglish
Publication date2015
Number of pages7
Publication statusPublished - 2015
EventThe 44th EMAC Annual Conference 2015: Collaboration in Research - Leuven, Belgium
Duration: 26 May 201529 May 2015
http://kuleuvencongres.be/EMAC2015

Conference

ConferenceThe 44th EMAC Annual Conference 2015
CountryBelgium
CityLeuven
Period26/05/201529/05/2015
Internet address

Cite this

Kornum, N., Gyrd-Jones, R., Al Zagir, N., & Brandis, K. A. (2015). The Interplay Between Online and Offline Community Culture. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.
Kornum, Niels ; Gyrd-Jones, Richard ; Al Zagir, Nadia ; Brandis, Kristina A. / The Interplay Between Online and Offline Community Culture. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.7 p.
@conference{539ea0eb05034d3c82973dbad11f64d4,
title = "The Interplay Between Online and Offline Community Culture",
abstract = "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.",
keywords = "Online – offline perspective, Community culture, Brand community",
author = "Niels Kornum and Richard Gyrd-Jones and {Al Zagir}, Nadia and Brandis, {Kristina A.}",
year = "2015",
language = "English",
note = "null ; Conference date: 26-05-2015 Through 29-05-2015",
url = "http://kuleuvencongres.be/EMAC2015",

}

Kornum, N, Gyrd-Jones, R, Al Zagir, N & Brandis, KA 2015, 'The Interplay Between Online and Offline Community Culture' Paper presented at, Leuven, Belgium, 26/05/2015 - 29/05/2015, .

The Interplay Between Online and Offline Community Culture. / Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia; Brandis, Kristina A.

2015. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.

Research output: Contribution to conferencePaperResearchpeer-review

TY - CONF

T1 - The Interplay Between Online and Offline Community Culture

AU - Kornum, Niels

AU - Gyrd-Jones, Richard

AU - Al Zagir, Nadia

AU - Brandis, Kristina A.

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - Online – offline perspective

KW - Community culture

KW - Brand community

M3 - Paper

ER -

Kornum N, Gyrd-Jones R, Al Zagir N, Brandis KA. The Interplay Between Online and Offline Community Culture. 2015. Paper presented at The 44th EMAC Annual Conference 2015, Leuven, Belgium.