Netnographic study of iPhone users: Business-affiliated and consumer-initiated online sites

dc.contributor.advisorAung, May
dc.contributor.authorWu, Kejia of Marketing and Consumer Studiesen_US of Guelphen_US of Scienceen_US
dc.description.abstractOnline 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.en_US
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectonline brand communityen_US
dc.subjectbusiness-affiliated websiteen_US
dc.subjectconsumer-initiated websiteen_US
dc.subjectcommunity participantsen_US
dc.subjectwebsite structureen_US
dc.subjectconsumers' communication behaviouren_US
dc.subjectnetnography approachen_US
dc.titleNetnographic study of iPhone users: Business-affiliated and consumer-initiated online sitesen_US


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