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.
|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
|Conference||The 44th EMAC Annual Conference 2015|
|Location||KU Leuven & Vlerick Business School|
|Period||26/05/2015 → 29/05/2015|