Customer engagement in online brand communities - A netnographic analysis of Facebook brand pages
Authors
Skeie, Daniel Bækgaard ; Olsen, Tim Dych
Term
4. term
Publication year
2016
Submitted on
2016-06-08
Pages
181
Abstract
Dette speciale undersøger, hvordan virksomheder kan engagere kunder i online brandfællesskaber på Facebook, og hvorfor brugere vælger at deltage. Med udgangspunkt i en litteraturgennemgang defineres online brand communities og customer engagement, og der udvikles et driver-framework opdelt i sociale, funktionelle og brandrelaterede drivere. Studien anvender netnografi og analyserer 14 Facebook-brandfællesskaber på tværs af syv ølbrands; konkrete opslag udvælges med udgangspunkt i engagementstal for at belyse, hvilke typer indhold og brandhandlinger der udløser reaktioner. Metodiske valg forankres i Burrell & Morgan samt Bryman & Bell, og en forklarende gennemgang af Facebook sikrer fælles forståelsesramme. Analysen viser, at indhold, der kobler sig til andre brands eller kendte personer, samt aktiv deltagelse fra brandet i kommentarfelter, kan øge engagement ved at stimulere sociale drivere som social identitet, social fordel og social anerkendelse. Derudover kan brandets symbolske funktion skabe interesse afhængigt af fællesskabets præferencer og brandets styrker. Platformskontekst og fællesskabets størrelse påvirker også engagementet; mindre communities havde ofte mindre branddeltagelse og dermed svagere forstærkning af brugerengagement. Studien diskuterer overlap mellem drivere og udfordringer ved at sammenligne communities, når størrelsesdata ikke er synlige. Resultaterne giver både teoretisk indsigt i drivkræfterne bag engagement og praktiske anvisninger til indholdsstrategi og community management på Facebook.
This thesis examines how companies can engage customers in online brand communities on Facebook and why users choose to participate. Building on a literature review, it defines online brand communities and customer engagement and develops a driver framework grouped into social, functional, and brand-related drivers. Using a netnographic approach, the study analyzes 14 Facebook brand communities across seven beer brands; specific posts are selected based on engagement metrics to explore which content types and brand actions trigger responses. Methodological choices are grounded in Burrell & Morgan and Bryman & Bell, and an explanatory overview of Facebook establishes a shared platform understanding. The analysis indicates that content referencing other brands or famous personalities, combined with active brand participation in comment threads, can increase engagement by activating social drivers such as social identity, social benefits, and social enhancement. The brand’s symbolic function can also attract engagement, depending on community preferences and brand strengths. Platform context and community size further shape outcomes; smaller communities often saw less brand involvement and thus weaker amplification of user engagement. The study discusses overlap among drivers and challenges in comparing communities when size data are not visible. The findings offer theoretical insight into drivers of engagement and practical guidance for content strategy and community management on Facebook.
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