Netnographic study of iPhone users: Business-affiliated and consumer-initiated online sites
Online brand community is a new phenomenon that has gained attention from both academics and marketing researchers. This study examines two online brand communities that are both central to iPhone. One is an iPhone business-affiliated website, and another is a consumer-initiated website. The purpose of this research is to investigate the nature of these two specific websites, advantages and disadvantages for community participants due to their structures, and to investigate consumers' communication behaviour on both sites. In terms of research methodology, the netnography approach was applied. This study gained both academic and managerial insights and implications in terms of the nature and the drives behind the online communication and knowledge-sharing behaviour.