[Air-l] Re: brand communities

Valdis valdis at orgnet.com
Thu Dec 20 09:20:20 PST 2001


many brand/topic/interest communities are 'emergent' -- no outside organizer
forms them -- they are self-organizing.

amazon.com has many such emergent communities around their products.  the data
to map these communities is available from the buying patterns amazon tracks
makes available on each page.  a 'community of interest' around a book:
http://www.orgnet.com/buzznet.html

Valdis Krebs
valdis at orgnet.com
http://www.orgnet.com


air-l-request at aoir.org wrote:

>
> Message: 4
> From: "Dorine Andrews" <dca4 at georgetown.edu>
> To: <air-l at aoir.org>
> Date: Wed, 19 Dec 2001 16:56:55 -0500
> Subject: [Air-l] Re:Company vs. community
> Reply-To: air-l at aoir.org
>
> Might want to read something on brand communities (organic non-commercial
> communities organized out of an interest in a particular product but having
> no association with the product manufacturer or dealer). It appears that the
> concept of "mutual benefit" and online extensions of offline social networks
> apply.
>
> Muniz, Jr. Albert & O'Guinn, Thomas. (March, 2001)  "Brand Community."
> Journal of consumer Research Vol.27.
> ---------------------------------------------------------------------------
> Dorine Andrews, DCD
> Research Professor
> Communication, Culture & Technology Program
> Georgetown University
> www.georgetown.edu/faculty/dca4
> email: dca4 at georgetown.edu or (202) 784-4338
> ---------------------------------------------------------------------------





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