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A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics

Momoko Fujita|Paul Harrigan|Geoff rey Soutar
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제27권 제2호|pp. 148-164|DOI http://dx.doi.org/10.1080/21639159.2017.1283798

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키워드

Social mediahigher education高等教育co-creationbrand communitynetnography社交媒体品牌社区共创网络民族志
주제분류경영학

초록

This research explores the nature of collaborative co-creation in a university-initiated social media brand community (SMBC). SMBCs provide signifi cant opportunities to enhance student experiences by facilitating the co-creation of value and brand meanings. However, little is known about what makes organization-initiated SMBCs successful. A netnographic analysis of an exemplary Facebook brand page of an Australian university results in the emergence of four key tactics demonstrated in the collaborative co-creation processes: (1) integrating school/student artifacts in visual narratives; (2) coauthoring student/staff brand stories; (3) co-delivering student services; (4) twisting and playing the school sub-cultures. These fi ndings suggest that a university’s physical community and existing reciprocal relationships provide the contexts of co-creation in the SMBC. Also, the pivotal role of university marketers in inspiring and empowering students and employees to engage in the co-creation process is supported. Further, students are found to adopt various technological and ideological features of social media to personalize their co-creation experiences. This study provides higher education practitioners with a basis for actionable social media strategies and advances understanding of SMBCs in an education services context. In addition, the study demonstrates how netnography can be adopted by practitioners to deepen their understanding of student experiences.

Abstract

This research explores the nature of collaborative co-creation in a university-initiated social media brand community (SMBC). SMBCs provide signifi cant opportunities to enhance student experiences by facilitating the co-creation of value and brand meanings. However, little is known about what makes organization-initiated SMBCs successful. A netnographic analysis of an exemplary Facebook brand page of an Australian university results in the emergence of four key tactics demonstrated in the collaborative co-creation processes: (1) integrating school/student artifacts in visual narratives; (2) coauthoring student/staff brand stories; (3) co-delivering student services; (4) twisting and playing the school sub-cultures. These fi ndings suggest that a university’s physical community and existing reciprocal relationships provide the contexts of co-creation in the SMBC. Also, the pivotal role of university marketers in inspiring and empowering students and employees to engage in the co-creation process is supported. Further, students are found to adopt various technological and ideological features of social media to personalize their co-creation experiences. This study provides higher education practitioners with a basis for actionable social media strategies and advances understanding of SMBCs in an education services context. In addition, the study demonstrates how netnography can be adopted by practitioners to deepen their understanding of student experiences.

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