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


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 - KU Leuven & Vlerick Business School, Leuven, Belgium
Duration: 26 May 201529 May 2015


ConferenceThe 44th EMAC Annual Conference 2015
LocationKU Leuven & Vlerick Business School
Internet address

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