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Brand Engagement in Virtual Communities – A Netnographic Study

2023 | International Conference on Information Systems | Citations: 0
Authors: Vasist, Pramukh

Abstract: Social media groups help foster discussions, but it can be challenging for bran ... Expand

Abstract: Social media groups help foster discussions, but it can be challenging for brands to maintain user engagement and collaborate in value co-creation. Despite a pressing need to comprehend the dynamics of virtual communities, there is a lack of a concerted view of how users engage with brands in virtual communities. To explore this, we use a sportbased virtual community as context since fan engagement levels are substantially higher in sports communities than in other virtual communities. Leveraging the sense of community theory and netnography as a method, we study community formation in a Facebook group comprising fans of a European football club. Preliminary findings reveal a strong presence of membership, influence, and shared emotional connection, while integration and fulfillment of needs are relatively less dominant. As next steps, we plan to examine how a sense of community evolves in virtual communities through a longitudinal approach. Potential implications are discussed. Collapse

Semantic filters: QDA Miner Lite

Topics: Facebook online community social network anonymity social media

Methods: netnography qualitative coding longitudinal research
OVERCOMING THE BARRIERS OF AN ENTERPRISE SOCIAL MEDIA INITIATIVE

2020 | Americas Conference on Information Systems | Citations: 0
Authors: Jorge, Leandro; Mosconi, Elaine; Santa-Eulalia, Luis Antonio

Abstract: Today's business environment requires innovation and multidisciplinary teams. I ... Expand

Abstract: Today's business environment requires innovation and multidisciplinary teams. In this context, a growing number of organizations are adopting Enterprise Social Media (ESM) to initiate their Digital transformation journey. However, many ESM initiatives fail, only achieving superficial interactions without creating value for organizations. This paper represents two contributions. First, it unveils the main barriers related to the deployment of an ESM initiative in a small organization. Second, it provides insights for overcoming such barriers. For conducting this research, a 12 months action research has been adopted. During this period, the authors studied the implementation, use, and value creation of an ESM initiative within a small non-profit organization starting its Digital transformation process. This paper provides empirical-longitudinal perspective on the subject, offering management practitioners and scholars insights about how to overcome the barriers of an ESM initiative during a Digital transformation project. In addition, this work proposes future avenues of research. Collapse

Semantic filters: QDA Miner Lite

Topics: value creation digital transformation innovation management business process management organizational culture

Methods: action research participant observation qualitative interview qualitative content analysis personal interview
Examining the Competencies of the Chief Digital Officer

2018 | Americas Conference on Information Systems | Citations: 11
Authors: Tahvanainen, Samuli; Luoma, Eetu

Abstract: Digitalization drives innovations in products, services, customer experience and ... Expand

Abstract: Digitalization drives innovations in products, services, customer experience and business models in many industries. Organizations are recruiting professionals for a Chief Digital Officer (CDO) role, which is responsible of generating new digital business and acting as the digitalization change agent. We conduct a review of scientific articles about digitalization and the CDO role, and apply the lenses of a competence framework to examine the competencies of the CDO. Specifically, we analyze the personal, professional, business and technical competencies of the Chief Digital Officer. Based on the insights from our empirical study, we outline the most important competencies for the CDO role. Collapse

Semantic filters: QDA Miner Lite

Topics: Chief Information Officer IT workforce IT skill digital transformation business model

Methods: qualitative interview literature study personal interview

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Brand Engagement in Virtual Communities – A Netnographic Study

OVERCOMING THE BARRIERS OF AN ENTERPRISE SOCIAL MEDIA INITIATIVE

Examining the Competencies of the Chief Digital Officer