Social Media/ Internet/ Mobile/ Direct Marketing
This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.
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Digital Commons@Georgia Southern License
Aung, May; Wu, Keija; Rohani, Laila; and Rohani, Khalil, "Understanding Online Brand Communities: Netnographic Study of Apple iPhone Consumers" (2013). Association of Marketing Theory and Practice Proceedings 2013. 26.