The Interplay Between Online and Offline Community Culture

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

The Interplay Between Online and Offline Community Culture

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

Department of Marketing

Wibroe, Duckert & Partners

Research output: Contribution to conference › Paper › Research › peer-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 language	English
Publication date	2015
Number of pages	7
Publication status	Published - 2015
Event	The 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgium Duration: 26 May 2015 → 29 May 2015 http://kuleuvencongres.be/EMAC2015

Conference

Conference	The 44th EMAC Annual Conference 2015
Location	KU Leuven & Vlerick Business School
Country/Territory	Belgium
City	Leuven
Period	26/05/2015 → 29/05/2015
Internet address	http://kuleuvencongres.be/EMAC2015

Access to Document

http://kuleuvencongres.be/EMAC2015/w/papers/gihhijg-fgmjhm-st9iu6rq.pdf

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Cite this

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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",

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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

T2 - The 44th EMAC Annual Conference 2015

Y2 - 26 May 2015 through 29 May 2015

ER -